Is advertising ethical for dentists? An insight into the Indian scenario

Figures & data

Table 1 Highest percentage responses from dentists to specific research questions about advertising

Questions	Reasons	Highest percentage
1. In your view, is there a need for any form of advertising, and if so, why?	To advertise for good business	41.13
2. Do you consider advertising by health care professionals, unprofessional/unethical?	No	56.02
3. Do you think that advertising can benefit a dental practice? If so, how?	Easily reachable to community	32.62
4. Do you think that dental practitioners who do not advertise are disadvantaged?	No, if a dentist believes in his/her skills then advertising is not needed	53.19
5. Do you think that dental practices that do not advertise are seen as inferior?	No	40.42
6. Advertising may make dentistry seem more like a trade than a health care service, and this could be hazardous to the reputation of the dental profession. Please give your opinion on this statement.	It is hazardous, as health care services cannot be advertised under Indian law	26.95
7. Does the inclusion of dentistry in beauty centers pose a threat to the dental profession?	Yes, there is a risk that dentistry may become limited to the cosmetic, rather than health care	61.7
8. Are misleading advertisements ethically acceptable?	No	83.68
9. Do you condone the use of global advertising and approve of dental tourism?	Yes	51.06
10. If you do condone the use of global advertising and approve of dental tourism, please state why.	To ensure the cheapest and best dental services	35.46
11. Do you think that Indian dentists should stop using the title “Doctor”?	No	89.36

Table 2 Highest percentage responses from dentists to specific research questions about advertising, based on a four-point Likert scale

Questions	Four-point Likert scale	Highest percentage
1. Do you agree with the Indian government’s ban on advertising by health care professionals?	1. Agree	36.87
	2. Strongly agree	6.38
	3. Disagree	43.97
	4. Strongly disagree	12.05
2. Can advertising and marketing by dental professionals serve the community by ensuring better quality services?	1. Agree	48.22
	2. Strongly agree	8.51
	3. Disagree	41.84
	4. Strongly disagree	4.96
3. Advertising by dental professionals has the potential to degrade the image of profession and undermine its credibility. Do you agree?	1. Agree	29.78
	2. Strongly agree	7.09
	3. Disagree	54.6
	4. Strongly disagree	7.09

Figure 1 Gender distribution of dentists by qualification and attitude to advertising Yes/No responses to the question: Do you consider advertising by health care professionals, unprofessional/unethical?

Abbreviations: BDS, Bachelor of Dental Surgery; MDS, Masters of Dental Surgery.

Figure 2 Age distribution of dentists by qualification and attitude to advertising. Yes/No responses to the question: Do you consider advertising by health care professionals, unprofessional/unethical?

Table 3 Demographic characteristics of all of the dentists in the study

Characteristic	Number of respondents (%)	Age range (%)
		22–30 years	31–35 years	36–45 years	>45 years
Age	423 (100)	20.57%	28.37%	43.97%	7.09%
MDS	327 (77.3)	55.17%	87.5%	80.65%	80%
BDS	96 (22.7)	44.82%	12.5%	19.35%	20%
Male	279 (65.96)	72.41%	52.5%	67.74%	90%
Female	144 (34.04)	27.58%	47.5%	32.26%	10%
Advertising ethics
Ethical	237 (56.02)	75.86%	60%	48.39%	30%
Unethical	186 (43.97)	24.14%	40%	51.61%	70%

Abbreviations: BDS, Bachelor of Dental Surgery; MDS, Masters of Dental Surgery.