Ethical marketing in ‘aesthetic’ (‘esthetic’) or ‘cosmetic dentistry’ part 2

Ethics relate to a voluntary framework of guiding principles which fills the void between laws on one hand and a ‘free for all’ on the other. In essence, ethics involve a moral code, or a set of principles, to guide behaviour when dealing with aesthetic dental problems. Ethics are different from laws and have sometimes been described as an ‘allegiance to the unenforceable’. In the case of dentistry, Dental Councils and Dental Boards in various countries have the power to suspend or to remove a dentist's registration, even when no law has actually been broken. Professional ethics and conduct are therefore enforceable indirectly because a dentist's registration with his/her regulatory body is at stake. Ethical behaviour is essential, not optional, if one is to have a successful career in aesthetic dentistry.

In general terms, patients, when they ask for help with what they might describe as ‘an appearance problem’ with their teeth would expect to be treated with fairness, decency, respect, honesty, truth and trustworthiness by their dentist. In seeking any aesthetic dental treatment to solve their perceived problems they would hope that their dentist would treat them as they would wish to be treated themselves.