Impersonating expertise: The ethics of misleading dermatology advertising

The proliferation of medical spas has led to an increase in misleading advertising practices, particularly relating to the qualifications of practitioners and the risks of cosmetic procedures. Estheticians manage many spas without having the extensive and rigorous training that board-certified dermatologists undergo. By advertising physician oversight when there is none and promoting procedures as minimally invasive, these facilities create a false sense of security for patients. Procedures such as laser therapies and injectables require specialized expertise to avoid and, if necessary, treat potentially dangerous complications. The ethics of misleading advertising in dermatology must be considered due to its impact on patient decision-making (autonomy), safety (beneficence), and confidence regarding the medical profession.