Medical propaganda: a possible reality

Abstract

Objectives: This study evaluates, firstly, the distinction between the terms advertising and propaganda and its application to medical activity, justifying the choice of the term "propaganda" in the title of this article. In a second moment, the research approaches the normative framework that allows the Federal and Regional Medical Councils to regulate the limits and restitions to advertisement by doctor and to adopt the appropriate measures and sanctions in case of violation of legal and ethical norms in doctor-patient relations. Afterwards, the normative and deontological diplomas, their respective permissions and prohibitions of conduct of the medical professional when advertising on social networks are analyzed. Finally, the practices of use of social networks by doctors are outlined in accordance with medical ethics and the law, reaching the conclusion that it is fully possible for doctors to advertise on social media, provided that the legal and deontological parameters of the profession are followed. Methods: This article analyzes the possibility of medical professionals to use advertising tools in social networks, through bibliographic research of texts contained in works on Medical Law and legal analysis about the legal and deontological norms that govern medical activity in Brazil. The Boolean indicators used for research of the titles were "and" and "or", from the following descriptors: "Propaganda", "Advertising" and "Social Networking" and " Physician-Patient Relations", all extracted from DeSC.