MUDANÇAS NORMATIVAS E IMPACTOS LEGAIS PARA O MARKETING DIGITAL ODONTOLÓGICO – UMA REVISÃO INTEGRATIVA

Abstract

Digital marketing has recently strengthened in professional promotion, and within Brazilian dentistry, a strong tension is observed between the commercialization of healthcare and traditional ethical boundaries, making it urgent to address the bioethical and legal impacts of this transition in light of the regulatory evolution of the Federal Council of Dentistry (CFO). The objective of this research was to identify and analyze academic literature on digital marketing and dental legislation, discussing their ethical and legal boundaries alongside the current landscape of changes. To this end, an integrative literature review (2016–2026) was conducted across the VHL (BVS), Scopus, Web of Science, and PubMed databases, which, after strict eligibility criteria, resulted in the selection of 13 articles and 5 fundamental legal documents for joint analysis. The results indicate that social media, especially Instagram, concentrates a high rate of irregularities (such as misleading advertising and inappropriate use of patient images), driven by structural challenges such as the time lag of Law No. 5.081/66, weaknesses in digital surveillance, and internal incongruities caused by the regulatory ambiguity between the strictness of the 2012 Code of Dental Ethics and the flexibility of CFO Resolution 196/2019. It is concluded that market pressure for immediate results strains the autonomy of the profession and transutes the healthcare act into an act of consumption, highlighting the urgency of developing a digital ethical culture during undergraduate education and professional practice to preserve altruism, patient dignity, and the scientific credibility of Dentistry.