Publicidade odontológica na internet: os sites de compra coletiva
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Data
2014
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Resumo
The present work consists in a descriptive and analytical study of dental advertisements available in collective buying websites and aims to classify the advertisements according to the region, state and types of products and services offered, and to compare the form and contents with the current ethical and legal precepts. The study consisted in literature review and use of the Technique of Content Analysis for the interpretation of each advertisement of the sample and of the proposals emanated from the body of ethical and legal norms directly or indirectly related to the regulation of dentistry in Brazil. The Southeast region was the one with the largest total amount of bids (68.30%), followed by Northeast (10.97%) and South (10.36%); the state of São Paulo had a greater number of bids (44.51%), followed by Rio de Janeiro (18.29%) and Minas Gerais (5.48%); considering the services, specials offers mainly involved tooth whitening, prophylaxis/cleaning, dental evaluation and application of fluoride; the products offered were whitening gel and Health Plan. It was identified that the advertisements analyzed infringe the actual ethical precepts, the laws directly related to dental practice in Brazil, and also the rules that protect consumers’ rights, resulting in unfair competition and trade practice of risk to the health of the population.
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Palavras-chave
Anúncios, Defesa do consumidor, Internet, Legislação odontológica, Ética odontológica, Advertisements, Internet, Consumer advocacy, Dental ethics, Dental legislation
Citação
OLIVEIRA, Wender Henrique Teles de Oliveira; PRADO, Mauro Machado do; SILVA, Rhonan Ferreira da. Publicidade odontológica na internet: os sites de compra coletiva. RBOL: revista brasileira de odontologia legal, Ribeirão Preto, v. 1, n. 1, p. 78-91, 2014.