An internal working group at AAD is currently reevaluating the 2018 statement to update it for today’s social media and the roles dermatologists play in it. Asked by Beauty Independent about a social media code of ethics for dermatologists, the AAD responded with the following:

“With more and more patients turning to social media for health care information, it’s become increasingly important for dermatologists to establish a social media presence so they can combat misinformation shared by non-dermatologist influencers and provide a reliable and credible source of information. We encourage members to include their credentials in their social media bio…In addition, we advise discretion when recommending products and accepting paid partnerships with brands. Above all, the AAD aims to empower its members to effectively use their voice on social media as the leading experts in the skin, hair, and nails.”

Dermatology content is full of misinformation. According to a cross-sectional study published in 2021 in the International Journal of Dermatology of 385 pieces of dermatology content shared on social media networks such as Facebook, Pinterest, Twitter and Reddit with key words like “acne,” “skin cancer,” “melanoma” and “rosacea” rated 44.7% as imprecise, 20% as confusing and 35.3% as precise. A study of 100 YouTube videos on psoriasis published in the Journal of Medical Internet Research in 2017 showed 52% were misleading, 11% were dangerous and 20% had evidence-based information.

A 2021 review of the available research to offer medical professional guidance in Current Dermatology Reports instructed, “Dermatologists commonly engage with an online audience through social media marketing or being an influencer to improve business and extend their reach to clients; however, this warrants formal training and the need to monitor their own online presence to prevent legal consequences.”

It continues, “Having a social media presence must be exercised with care, purpose, and transparency to maximize benefits and minimize harmful consequences. This is especially important when inappropriate social media posts by physicians can be scrutinized for breaching patient confidentiality, violating privacy, financial conflicts of interest, and possibly disseminating incorrect information.”

Given the changing landscape of social media, notably the rise of TikTok, where an analysis last year in JMIR Dermatology revealed 40.4% of 94 dermatologists with profiles had sponsored posts, and the continued necessity of dermatologists to act with care, purpose and transparency amid the changes, we were wondering about the best ways for the AAD to revise its position statement on medical professionalism in the use of social media.

So, for the latest edition of our ongoing series posing questions relevant to indie beauty, we asked 15 dermatologists and cosmetic chemists the following question: What’s something a dermatologist code of social media ethics must contain to be relevant now?