This observational study explores the legal and ethical boundaries of dental communication on social media, analyzing Italian regulatory evolution. Through surveys involving dental professionals and patients, it assesses awareness of advertising regulations and the impact of digital communication on the patient-practitioner relationship. The research identifies knowledge gaps regarding deceptive advertising and highlights the need for transparent, deontologically compliant digital practices to protect public health.

This observational study investigates the legal and ethical framework of healthcare communication on social media, with a specific focus on the dental sector. The research evaluates the impact of Italian regulatory shifts on professional digital practices.

The study architecture is based on a survey conducted through validated online questionnaires, targeting three distinct groups:

• Dental Practitioners (Dentists and Dental Hygienists): To evaluate their awareness of advertising regulations and clinical data protection (GDPR).
• Healthcare Professionals (General Perspective): To analyze the broader application of deontological codes and ethical responsibilities in digital health communication.
• Patients: To assess the public's perception, the usefulness of online dental information, and the risk of deceptive advertising.

The analysis focuses on identifying common pitfalls in digital communication, such as the risk of deceptive advertising and the violation of deontological codes. By comparing the perspectives of practitioners and patients, the study aims to highlight the gap between legal requirements and current social media practices, ultimately proposing guidelines for transparent, ethical, and legally compliant digital engagement in the dental field.

Inclusion Criteria:

• For Group 1 (Dental Professionals): Registered Dentists or Dental Hygienists currently practicing in Italy.
• For Group 2 (Patients): Individuals who use social media platforms and have accessed or are interested in dental healthcare information online.
• For Group 3 (General Healthcare Professionals): Medical doctors and health practitioners from various specialties interested in digital communication ethics.
• Age: Minimum 18 years of age.
• Consent: Participants must be willing to provide informed consent for data collection and analysis.
• Language: Ability to understand and read Italian.

Exclusion Criteria:

• Individuals under 18 years of age.
• Individuals who do not use social media platforms.
• Incomplete survey submissions where the primary data points are missing.
• Healthcare professionals not registered with their respective Italian professional orders.

The study population consists of three distinct cohorts based in Italy:

• Dental healthcare providers, including licensed dentists and dental hygienists, recruited through professional networks and social media groups to ensure a broad representation of clinical experience.
• A diverse group of Italian-speaking patients and social media users who interact with healthcare-related digital content.
• General healthcare professionals from various medical disciplines. The sample includes adults (18+) of all genders, representing a cross-section of both information providers (practitioners) and information consumers (patients) within the digital healthcare ecosystem.