Ethical practices and perceptions of social media marketing among aesthetic surgeons: A cross-sectional survey
Vinayak Chavan, Anitha MurgeshObjectives:
The objectives of the study are to assess current social media practices, ethical perceptions, and regulatory awareness among esthetic surgeons in India.
Material and Methods:
A cross-sectional, anonymous, questionnaire-based survey was conducted among esthetic surgeons in India. The questionnaire evaluated professional use of social media, nature of content shared, consent practices, awareness of regulatory guidelines, and ethical perceptions. Descriptive statistics were used for analysis.
Results:
A total of 96 responses were analyzed. 78.1% respondents reported professional use of social media. Before-and-after images were posted by 61.5%, while 54.7% consistently obtained written consent for online use. 58.3% respondents reported awareness of National Medical Commission advertising regulations. A majority (72.9%) believed that social media promotes unrealistic patient expectations, and 81.2% supported the need for clearer ethical guidelines for esthetic practice.
Conclusion:
Social media is widely used by esthetic surgeons in India, often with variable ethical safeguards. Gaps in consent practices and regulatory awareness highlight the need for clearer guidelines and structured education on digital ethics in esthetic surgery.