Decide the purpose before taking or sharing an image
A photograph collected for clinical care and an image intended for a website or social media post serve different purposes. A practical clinic policy should identify those purposes rather than assume that one permission covers every future use.
The Revised Dentists Code of Ethics Regulations, 2014, addresses patient confidentiality. [1] Publication ethics guidance also requires attention to identifiable patient material and informed consent where anonymity cannot be assured. [2]
Explain the proposed use specifically
For planned public use, a prudent approach is separate, documented permission explaining the type of image, the purpose and the intended audience or platform. Explain that declining publicity should not compromise access to clinical care.
Do not treat agreement to treatment as automatic agreement to promotional use. If the proposed use changes substantially, reassess whether the permission obtained covers it.
De-identification requires more than cropping a name
ICMJE guidance notes that masking the eye region does not adequately guarantee anonymity. [2] Images, captions, unusual clinical details or accompanying reports may identify a person even when their name is absent.
Check the complete material before release: photographs, radiographs, reports, filenames and visible screen details. Remove unnecessary identifiers without altering findings in a way that changes scientific meaning.
Build a controlled workflow
My recommended practice is to keep clinical images in approved, access-controlled systems and identify who can export or publish them. Check the institution’s rules as well as applicable professional, privacy and advertising requirements. Permission from a patient does not establish that every promotional claim is permissible.
For educational cases, use a review process that checks the accuracy of the diagnosis, consent requirements and the suitability of the caption.
Be honest about online distribution
Avoid promising complete recall of an image once it is publicly shared. Copies may remain outside the clinic’s control. Explain this limitation before publication and keep a process for considering withdrawal requests.
The clinical value of an image should be preserved alongside the patient’s dignity, privacy and freedom to decide about public exposure.
References
[1] Dental Council of India. Revised Dentists Code of Ethics Regulations, 2014, section 4.2. Read source
[2] International Committee of Medical Journal Editors. Protection of Research Participants. Read source
Educational discussion. Check current regulatory and institutional requirements for the intended use.

