3. Boundaries, advertising, social media and indemnity

Professional boundaries

You are in a position of trust. Dual relationships (treating close staff in informal ways that skip records, dating patients, mixing social media friendships with clinical care) create risk. If a boundary is crossed, stop, document, seek advice, and transfer care if needed. Never use a clinical relationship to pursue a personal or financial advantage.

Social media

The GDC expects professional behaviour online as well as in the surgery. Do not post identifiable patients. Do not argue with a reviewer in a way that reveals clinical detail. Think before you join a pile-on about a named colleague. Privacy settings are not a defence if a screenshot travels.

Advertising and claims

Advertising must be legal, decent, honest and truthful. Do not claim specialist status you do not hold. Be careful with before-and-after images, “guaranteed” results, and time-limited pressure offers that undermine consent. If you use titles or memberships, they must be accurate.

Working within competence

GDC Standards require you to work within your knowledge, skills and experience, and to refer when you should. Stretching into a procedure because it is profitable, without training and a patient-specific justification, is an ethical failure as well as a clinical one.

Indemnity

You must have adequate and appropriate indemnity or insurance for the work you do — including extra activities (implants, sedation, facial aesthetics) if you provide them. Check that locums and new starters are covered before they treat anyone. Practising uninsured is not a paperwork slip; it is a registration issue.

Series close

Module 1: standards and consent. Module 2: confidentiality, records, candour. Module 3: complaints and conduct. Together they are 3 hours of verifiable CPD for a GDC highly recommended topic. Use them to check that your practice procedure pack matches what actually happens on a Monday morning.

Always follow current GDC Standards and guidance, ASA/CAP advertising rules where they apply, and your indemnity provider’s advice.