BIRMINGHAM, England: Social media is increasingly used to promote orthodontic treatment directly to prospective patients, including by direct-to-consumer providers. Amid concerns about misleading marketing claims and unrealistic expectations, a new qualitative study examined how orthodontists view this marketing environment and how they think the profession should respond. The findings highlight the need for stronger professional engagement online and clearer guidance to help patients make informed treatment decisions.
Through in-depth interviews, the researchers explored UK orthodontists’ views on social media marketing. Three key themes emerged: an uneven marketing landscape, the spread of misinformation and creation of unrealistic expectations, and the need for greater professional involvement and self-regulation.
Participants believed that social media is dominated by companies promoting aligner systems and direct-to-consumer orthodontic services, which they said often make unsupported claims about treatment speed, comfort or effectiveness. They also felt that general dentists were often more visible online than orthodontists, potentially making it more difficult for patients to distinguish between differences in expertise. By contrast, participants said orthodontists were under-represented online, reducing the availability of balanced, evidence-based information for patients.
A major concern raised by participants was the prevalence of misleading content. These concerns align with a 2024 study, which found that information presented on websites marketing orthodontic products was frequently incomplete or inaccurate, highlighting the risk that promotional claims may influence both patients and clinicians involved in treatment decisions.
Interviewees said social media typically showcases ideal outcomes, but overlooks treatment limitations, complications or unsuccessful cases. They believed that patients, particularly younger audiences influenced by online personalities, are more vulnerable to misinformation than clinicians are. This could result in unrealistic expectations and demand for treatments that may not be clinically appropriate, participants said.
Rather than calling for stricter external regulation alone, participants supported greater self-regulation within the profession. They suggested that orthodontists should become more active on social media by sharing accurate, evidence-based content, correcting misinformation and helping the public understand treatment options. Participants considered sharing of before-and-after images, educational videos and authentic insights into clinical practice effective ways to engage audiences responsibly.
The authors concluded that, while social media has become an important communication tool, both clinicians and patients should remain cautious in interpreting online marketing. Increasing the visibility of orthodontists and promoting trustworthy information could help reduce misinformation and improve patient decision-making.
The study, titled “A qualitative exploration of orthodontists’ perceptions of social media marketing of orthodontics”, was published online on 22 June 2026 in the British Dental Journal.
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