Our standards for pharmacy professionals and guidance highlight our expectations of behaviour in face-to-face interactions, which apply equally to social media platforms. Maintaining professionalism at all times, including online, is vital for pharmacists and pharmacy technicians.
This article brings together recommendations from our guidance on demonstrating professionalism online and the Pharmacists' Defence Association (PDA) advice on navigating social media, offering essential insights for pharmacists and pharmacy technicians.
The GPhC expects pharmacists and pharmacy technicians to use good judgement and behave professionally when interacting on or using social media. This is essential to maintaining trust and confidence in pharmacy. Behaving professionally is not limited to the working day, or face-to-face interactions and includes any social media interactions.
We urge pharmacists and pharmacy technicians to exercise good judgment and uphold their profession's integrity when interacting on social media. The digital domain can blur boundaries between personal and professional identities, requiring careful consideration of how online actions are perceived by patients, colleagues, and employers.
Social media
In this article the term ‘social media’ includes the use of private messaging, websites and applications that enable users to create and share content, or to participate in social networking. Social networking sites and other social media are effective ways of communicating with others on both a personal and professional level, however, they must be used carefully.
Social media covers a range of internet-based tools including, but not limited to, blogs, internet forums, messenger applications such as WhatsApp, Snapchat and Telegram, content communities and social networking sites, such as X, Bluesky, YouTube, Facebook, Tik Tok, LinkedIn, Instagram, and Pinterest. It would also include any live streamed consultations with patients or any live events that can be carried out across various platforms.
Our standards
Our standards for pharmacy professionals describe how safe and effective care is delivered through ‘person-centred’ professionalism. Pharmacists and pharmacy technicians must provide person-centred care and obtain consent to provide care and pharmacy services.
People trust that pharmacists and pharmacy technicians maintain their confidentiality and privacy, whether in a healthcare setting – such as a hospital, primary care, or community pharmacy setting – in person, or online including social media platforms or social networking sites. Pharmacists and pharmacy technicians should not share information about people and their care, either face-to-face or online, without consent. For example, posting a picture of a patient and asking for advice would not be appropriate.
When sharing information on social media pharmacists and pharmacy technicians should consider if the information they are sharing is evidence based. Pharmacists and pharmacy technicians must maintain, develop, and use their professional knowledge including up-to-date evidence, to deliver care and improve the quality of care they provide. Relying solely on information posted by others in online forums would not be an appropriate evidence base. It would also not be professional to conduct ‘polls’ via social media to decide which course of action would be best to take for a patient or in response to a query a patient had.
Pharmacists and pharmacy technicians should maintain appropriate personal and professional boundaries with the people they provide advice to and with others on social media.
We expect pharmacists and pharmacy technicians to use their professional judgement when using social media and declare any personal or professional interests and manage these appropriately. When using social media and posting, pharmacists and pharmacy technicians should state any personal or organisational goals, incentives or targets and make sure the care they provide reflects the needs of the person.
As well as meeting our standards and guidance, pharmacists and pharmacy technicians must keep up to date with and follow social media policies relevant to their employment, manufacturer or developer usage policies, and the law.
Case studies
Case study 1: providing misleading information
A pharmacy professional posted content on a social media platform, and a concern was received from a member of the public in relation to the content. The person was concerned that the social media post content was misleading to the public through false claims of a product. There was also a concern that the pharmacy professional would benefit financially from recommending certain products as alternative treatments.
An investigation was conducted, and the pharmacy professional was found to be in breach of the following standards for pharmacy professionals:
- Standard 1: pharmacy professionals must provide person centred care.
- Standard 5: pharmacy professionals must use their professional judgement.
The pharmacy professional had failed to consider the impact the content could have on the public and did not consider if the content was entirely accurate and evidence based. Pharmacists and pharmacy technicians should always behave in a way that inspires trust and confidence.
Case study 2: Discussion groups
We received intelligence relating to the use of social media discussion forums and platforms by pharmacists and pharmacy technicians. The platforms were generally being used for professional networking and information sharing. On occasions, members of the group provided advice when discussing clinical cases. Concerns were raised when the advice provided, lacked relevant evidence-based guidance. There was no assurance that new members of the discussion groups were pharmacists and pharmacy technicians, and so it was possible for non-healthcare professionals to provide clinical advice and participate in group discussions. When concerns relating to the clinical advice and forum membership were raised, they were met with hostility and unprofessional behaviour.
We want to remind pharmacists and pharmacy technicians that they should adhere to our standards for pharmacy professionals during face to face and online interactions.
Standard 4: Pharmacy professionals must maintain, develop, and use their professional knowledge and skills
When offering advice to colleagues, make sure your response includes up-to-date evidence and consider the membership of each forum, as there may be non-healthcare professional participant members.
Standard 6: pharmacy professionals must behave in a professional manner
Those responsible for overseeing each forum should make efforts to make sure professionalism is upheld. Forum members should be treated with respect and pharmacists and pharmacy technicians should always remain polite and considerate.
Standard 7: pharmacy professionals must respect and maintain a person’s confidentiality and privacy
People trust that their confidentiality and privacy will be maintained by pharmacists and pharmacy technicians in person, or online. Maintaining confidentiality is a vital part of the relationship between a pharmacy professional and the person seeking care. People may be reluctant to ask for care if they believe their information may not be kept confidential and cause doubt in people receiving treatment for their conditions.
We like to remind pharmacists and pharmacy technicians of the requirements to protect a patient’s confidentiality and privacy and that consent must be sought before undertaking a consultation.
Standard 8: Pharmacy professionals must speak up when they have concerns or when things go wrong
Processes should be in place to support people who raise concerns and there should be mechanisms to allow members to provide feedback. Pharmacists and pharmacy technicians should be able to challenge poor practice and behaviours safely. Do not assume that using an alias ensures anonymity, as you could still be identified. Pharmacists and pharmacy technicians equally can escalate concerns to the relevant regulators, with supporting evidence.
Pharmacists and pharmacy technicians should be prepared to challenge poor behaviours and raise concerns with appropriate individuals or organisations when needed. Pharmacists and pharmacy technicians should not bully, harass, intimidate, or unlawfully discriminate when interacting on social media platforms. You can report a social media concern relating to a pharmacy professional.
Key expectations and good practice
- Confidentiality
Safeguard patient and public privacy and confidentiality by refraining from sharing sensitive information. - Evidence based
Remember that anything you say online can be easily copied and redistributed, could be taken out of context and could potentially cause harm. This can affect public confidence and trust in pharmacy. - Professional conduct
Engage in responsible online social media behaviour that reflects the values of the profession. - Respect and dignity
Treat individuals with respect while maintaining professional boundaries. - Professional judgment
Declare personal or professional interests and comply with the MHRA Blue Guide resource that provides information on the advertising and promotion of medicines in the UK. You should also consider the Advertising Standards Authority healthcare medicines advice. - Be mindful of tone
Recognise that messages can be interpreted differently in digital formats. If you would not say something in a professional meeting, reconsider its appropriateness for social media.
While social media can promote interest in the pharmacy profession and enhance public awareness, it can also attract negative comments. When confronted with unconstructive criticism, aim to minimise engagement, respond neutrally, and provide factual evidence-based information. Excessive engagement can escalate conflicts and lead to unproductive discussions.
As pharmacists and pharmacy technicians increasingly interact with the public and colleagues through social media, adhering to established regulatory standards of professionalism is essential. By following our GPhC professional standards and utilising available resources and guidance, pharmacists and pharmacy technicians can effectively manage their online presence and maintain public trust in their profession.
Further information and resources
Here are a range of resources to assist pharmacists and pharmacy technicians in navigating the nuances of social media.
- We have created a guide on how to demonstrate professionalism online
- The PDA have produced some guidance on how to navigate social media
- The MHRA produces the Blue Guide, a document that provides information on rules around the advertising and promotion of medicines in the UK
- The Advertising Standards Authority has created an advice article primarily aimed at marketers planning to advertise in Great Britain