Physician advertising and public trust: a survey of public perceptions and concerns in Iran

Physician advertising is increasingly prevalent, yet public perceptions remain mixed. This study explores Iranian public attitudes toward physician advertising, focusing on exposure, credibility, professionalism, and regulatory concerns. A cross-sectional survey was conducted among 384 residents of Tehran to assess their views on physician advertising. Data were analyzed to identify trends in exposure, trustworthiness, perceived professionalism, and regulatory preferences. Results revealed mixed perceptions, with 70% of respondents reporting recent exposure to physician advertising, primarily via social media. While 74.7% acknowledged advertising’s role in increasing public knowledge, only 34.9% found advertisements trustworthy. Younger respondents were more likely to believe physician advertisements contribute to health anxiety. Notably, 88% supported stricter advertising regulations. Although physician advertising offers informational benefits, concerns about credibility, professionalism, and ethical standards persist. The findings underscore the need for enhanced regulation and transparency to maintain public trust while ensuring the accurate dissemination of healthcare information.