Aspectos éticos e legais da publicidade e propaganda na odontologia: revisão de literatura

Abstract

In the last years, with the increase of the number of dentists, for the conquest of a professional practice of excellence it becomes imperious the knowledge on clinic administration and the rational use of the publicity, besides the technical aspects of the Dentistry. The increase of the number of lawsuits involving the way as the dentists announces their services and products brings with itself the need of studies on the ethical and legal aspects regarding the Communication in the Dentistry. Many misunderstandings still happen in that relationship between Dentistry and Law, due to the lack of knowledge that a science can be very important for the other. The broad sense of responsibility is linked to the criminal, civil, ethics and administrativelaws, which the dentists are subject. Therefore, with a proof of a harmful result to the patient, due to a propaganda deceiving or abusive, the dentist will be subject to the penalties foreseen in the Dentist Ethics Code and Juridical Codes, being forced to satisfy the damage and to compensate the patient according to the provoked consequence, as well as to respond judicially for his actions. The dentist's obligation is to exercise his profession based on ethical and legal norms, besides establishing a clear relationship with his customer, in order to reach both expectationsand prevent further lawsuits.