Faculty of Dentistry, University of Sydney, Sydney, New South Wales, Australia.
Aust Dent J. 2018 Mar;63(1):109-117. doi: 10.1111/adj.12571. Epub 2017 Nov 8.
The National Law that regulates the dental and other health care professions in Australia sets out regulations that dictate how dental practices are to advertise. This study examines the extent to which the profession complies with these regulations and the potential impact that advertising may have upon professionalism.
A Facebook search of 38 local government areas in Sydney, New South Wales, was carried out to identify dental practices that had pages on this social media site. A framework for assessment of compliance was developed using the regulatory guidelines and was used to conduct a netnographic review.
Two hundred and sixty-six practice pages were identified from across the 38 regions. Of these pages, 71.05% were in breach of the National Law in their use of testimonials, 5.26% displayed misleading or false information, 4.14% displayed offers that had no clear terms and conditions or had inexact pricing, 19.55% had pictures or text that was likely to create unrealistic expectations of treatment benefit and 16.92% encouraged the indiscriminate and unnecessary utilization of health services.
This study found that compliance with the National Law by the Facebook pages surveyed was poor.
澳大利亚规范牙科和其他医疗保健专业的国家法律规定了牙科诊所广告宣传的规定。本研究考察了该行业遵守这些规定的程度，以及广告可能对专业精神产生的潜在影响。
在新南威尔士州悉尼的 38 个地方政府区域进行了 Facebook 搜索，以确定在这个社交媒体网站上有页面的牙科诊所。使用监管指南制定了一个合规性评估框架，并用于进行网络民族志审查。
从 38 个地区中确定了 266 个实践页面。在这些页面中，71.05%在使用推荐方面违反了国家法律，5.26%显示了误导性或虚假信息，4.14%显示了没有明确条款和条件或定价不准确的优惠，19.55%的页面有图片或文字可能会对治疗效果产生不切实际的期望，16.92%鼓励不加区分和不必要地利用卫生服务。
本研究发现，调查的 Facebook 页面遵守国家法律的情况很差。
