Social media may feel like a free-for-all, but for professionals, it’s anything but. In the age of likes and shares, it’s easy to forget that social media is not just a casual outlet. In fact, there is a hidden legal landscape behind each post. Digital unprofessionalism can have serious regulatory and reputational implications. 

For clinicians – particularly those in aesthetic practices such as plastic surgery or hair transplants – social media has become a powerful practice promotional tool. Platforms like TikTok and Instagram offer instant visibility and connection with potential patients. But with that visibility comes responsibility. 

The General Medical Council (GMC) advises written patient consent must be obtained for photos and recordings for use in widely accessible public media, even if the patient is not identifiable. Clinicians must exercise professional judgement to safeguarding patient dignity and privacy. 

Montgomery v Lanarkshire Health Board [2015] AC 1430 endorsed a patient-centred approach to consent, focusing on dialogue and partnership between clinicians and their patients. It is not just about ticking boxes - it is about honest conversations. Patients must understand not only the benefits but also the material risks of posting this media. It is now pertinent for these discussions to encompass the public nature of image distribution and the loss of control of the image or video once it is online. Clinicians must update their informed consent procedure to stay ahead of the scroll. 

Teachers are held to a similar standard of professional judgment when posting on social media. The General Teaching Council for Scotland Code of Professionalism requires teachers to uphold the integrity of their profession and avoid actions that could harm the reputation of the profession. 

In Thomas v Berwick Academy ET 4123555/18, the employment tribunal held that a PE and maths teacher was unfairly and wrongly dismissed after posting critical comments about the outgoing headteacher and leadership team on a local newspaper’s Facebook page. Would the regulator have reached a similarly supportive view?  What one person sees as justified critique essential to a regulated profession, another might consider unprofessional – even bringing the profession into disrepute. 

Social media can mean perception carries more weight than intention. A teacher’s engagement with certain views or a post with negative associations can be detrimental to personal – and professional – credibility. 

Just because you can post something doesn’t mean you should. Ultimately, your online presence is a reflection of your professional integrity.