Digital Misinformation in Orthodontics: Social Media and Professional Information Control Strategy

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The dynamic development of digital communication platforms is exerting an increasingly significant influence on the information environment in which orthodontic patients make decisions. One of the acute problems of contemporary orthodontics is the proliferation of unreliable information about treatment methods, whose marketing claims are often unsupported by an evidence base. A new qualitative study conducted by British specialists represents a significant attempt to analyze orthodontists’ perception of the social media landscape and to develop a professional response to the challenges of this environment.

Asymmetrical marketing landscape and the problem of expertise visibility

Under these conditions, a key factor for progress becomes not only understanding how social media is used to promote orthodontic treatment, but also recognizing that this promotion is often carried out bypassing professional oversight. The researchers conducted in-depth interviews with British orthodontists, during which they identified three dominant thematic axes: unevenness of the marketing landscape, mass dissemination of erroneous information with the formation of unrealistic expectations, and an objective need to strengthen professional presence and industry self-regulation. Study participants noted that social media is systematically dominated by companies promoting orthodontic wire systems and direct-to-consumer services, and such providers often make unsubstantiated claims about treatment speed, procedure comfort, or clinical efficacy of their solutions.

Particular value is represented by the researchers’ observation regarding the visibility of different categories of dental professionals. The surveyed orthodontists expressed concern that general dentists often demonstrate more pronounced online presence than specialized orthodontists, which potentially makes it difficult for patients to recognize differences in qualification and depth of competence. Conversely, orthodontists are found insufficiently in the digital space, which reduces the accessibility of balanced, evidence-based information for patient audiences. In this context, the role of professional presence extends beyond a simple marketing tool, becoming a necessary element of protecting patients from misinformation.

Misinformation as a paradigm of the contemporary information environment

The most acute problem voiced by study participants is the widespread dissemination of content that misleads potential patients. These concerns are synchronized with the conclusions of a 2024 study, which demonstrated that information posted on websites advertising orthodontic products and services is often characterized by incompleteness or factual inaccuracy, creating a real risk of marketing claims influencing both patient decisions and clinical judgments of professionals. The fact that social platforms consistently demonstrate ideal treatment outcomes, systematically omitting therapeutic limitations, complications, and failed clinical cases, testifies to a profound transformation of the information landscape.

An additional factor exacerbating the situation is the heightened vulnerability of patients, particularly young demographic groups, subjected to the influence of personalities active in social media. Study participants are convinced that this vulnerability can lead to the formation of unrealistic expectations from orthodontic intervention and generate demand for methodologies that may prove clinically inadequate or even contraindicated for a particular patient.

Self-regulation as a strategic instrument of professional control

Notably, the studied specialists advocate for strengthened self-regulation within the professional community rather than exclusive reliance on external regulatory mechanisms. Participants recommend that orthodontists assume a more active position in social media, promoting the dissemination of accurate, evidence-based information, conducting corrective work regarding erroneous claims, and helping the public navigate the spectrum of available therapeutic options. Publication of clinical photodocumentation (before and after treatment images), creation of educational video materials, and authentic disclosure of the realities of clinical practice functions not simply as a personal choice, but as an element of professional responsibility. Thus, professional digital presence performs the function not only of a marketing tool, but also of a mechanism for validating clinical information and educational enlightenment.

The authors of the study concluded that social media, despite its importance as a communication channel, requires clinicians and patients to maintain critical vigilance in interpreting online marketing materials. Increasing the visibility of orthodontists in the digital space and actively promoting information that is trustworthy and based on contemporary standards of evidence-based medicine can reduce the prevalence of erroneous content and substantially improve the quality of decisions made by patients.

Conclusion

The conducted study demonstrates that contemporary orthodontics develops as an integrated ecosystem based not only on direct treatment, but also on the management of the information environment in which patients form their perceptions of the possibilities of this

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