Advertising, promotion, and use of clinical images in Dentistry: an assessment of dentists’ ethical awareness and the impacts of the new professional regulation

Abstract

Introduction: The increasing use of digital marketing in dentistry enhances the promotion of services and the attraction of patients but requires knowledge and compliance with current ethical regulations. Objective: This study aimed to assess the knowledge of dentists practicing in the municipalities of Jacareí and São José dos Campos (SP), Brazil, regarding the rules related to advertising, promotion, professional announcements, and the use of clinical images, also considering the impacts of the recent CFO Resolution No. 271/2025. Materials and Methods: This is a cross-sectional study with a quantitative approach, conducted through a structured questionnaire containing 19 objective questions. A total of 226 dentists from the municipalities of São José dos Campos (SP) and Jacareí (SP) participated in the research, according to the previously calculated sample size. Results: The findings showed that although 96% of professionals consider marketing essential for attracting patients and 100% have already published clinical images, 22.6% are unaware of the current regulations regarding image use, and 90.7% do not recognize the possibility of civil or criminal penalties resulting from misuse. Conclusion: Despite the widespread adoption of digital strategies, there are significant gaps in the understanding of ethical and legal norms. The flexibility introduced by CFO Resolution No. 271/2025 underscores the need for continuous professional education, guidance, and a balance between freedom of promotion and ethical responsibility.