Expected standards for pharmacists are set out by the Regulators (The GPhC’s ‘Standards for pharmacy professionals’ and the PSNI’s ‘Professional standards of conduct, ethics and performance for pharmacists in Northern Ireland’). One of the principles expected of all pharmacists is to use good judgement, and act with professionalism and integrity at all times. This will apply no matter what the method of communication.
Such principles may also be applicable both during working hours and outside of work. Pharmacists should be aware that what they post online as personal views could attract the attention of the regulator, and in some cases, be considered a breach of the standards. There is also the possibility of a third-party taking action against them for what they have posted.
Below is some guidance for members to consider when using social media. In this context, social media means websites and applications that enable users to create and share content or to participate in social networking.
Upholding public trust
A pharmacist’s conduct on social media is important. While pharmacists have the same rights as others to freedom of expression, belief, and privacy, these rights must be exercised thoughtfully, keeping in mind their potential impact on the rights and interests of others.
If pharmacists are discussing health-related topics, it is advisable those discussing identify themselves as a pharmacist. It’s also crucial then to provide proper context in social media posts to ensure that people who engage with the content on health and healthcare can accurately understand, verify, and trust the information.
Honesty and trustworthiness in communication
As a pharmacist, the public and patients may rely on your words, perhaps adjusting their actions or health decisions based on what they share.
Pharmacists have a responsibility to ensure that the information they provide on social media is accurate, truthful, and not misleading. Social media posts should not take advantage of anyone’s lack of medical knowledge or vulnerability, and those posting must never misrepresent their qualifications or experience.
If a pharmacist promotes their services or endorses other products or services on social media, they must clearly disclose any personal interests or affiliations that could influence their recommendations. Additionally, they must ensure that their activities comply with all relevant laws and guidelines from bodies such as the Advertising Standards Authority. There are legalities regarding advertising medication online, so pharmacists can promote consultations for example, but not any specific medication.
Respecting confidentiality, privacy, and dignity
Patient confidentiality and privacy are paramount, and pharmacists must respect patients’ dignity in all online interactions.
Even if individual pieces of information may not appear to breach confidentiality, the cumulative details shared could lead to a patient being identified. Never disclose any identifiable patient information on social media. Far better to ensure it is completely anonymised. Consider also whether a pharmacist’s workplace can be identified from social media posts. If so, their employer may undertake their own investigation, which could also have an adverse outcome for the pharmacist posting on social media.
Social media can blur the lines between personal and professional boundaries. Be aware that patients may make an internet search for anyone who serves them. Consider what will come up. If a patient contacts a pharmacist through their personal social media account regarding their healthcare, then the pharmacist should direct them to an appropriate healthcare professional or setting for further assistance. Pharmacists may also be advised to let their employer know.
Professionalism and maintaining boundaries
Do not use social media to engage in any form of abuse, discrimination, bullying, or harassment, or to target individuals or groups inappropriately.
Be aware that online communication, whether personal or professional, is subject to the same legal principles as any other form of communication, including copyright laws, defamation, discrimination, and harassment laws. Contempt of court may be relevant if anyone comments publicly on live cases, even those not pharmacy related.
Extreme views are unlikely to be tolerated. Even using a disclaimer, such as ‘all views are my own’, may not help you in an investigation with the Regulator or your employer. Be very careful of forums and closed groups, as they could still be reported for what is posted within them, even if it wasn’t posted by the pharmacist, if it seems that it is a group with extreme views.
Remember that even anonymous content can often be traced back to its source. Private communications, including messages in private groups or via instant messaging, may also eventually become public.
Be careful with responding to reviews online, especially if a user wants to post negative comments of their own or recount an adverse experience they may have had with a company. Threats of defamation claims as a result of social media posts should be taken seriously. Anyone who needs to raise complaints must do it in the right way. Social media may not be the correct or best place.
With usage increasing, social media does have pitfalls that can lead to fairly serious consequences for members, for both their registration and also for their employment. The PDA would like to encourage members to think about how they use social media and how to best protect themselves.
Members may also want to refer to the PDA’s previous advice on ‘Navigating Social Media’ by clicking here.
GPhC guidance on this matter, including some ‘do’s and don’ts’ can also be found by clicking here.
Learn more
- The Judicial Review of the GPhC’s new standards
- Demonstrating professionalism online
- PDA releases social media guidance for members
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