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GOC Standard 17: Protecting the Reputation of the Optical Profession

Promoting Public Confidence Through Professional Behaviour

Reputation
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GOC Standard 17: Reputation
Why Reputation Matters
Professionalism in the Workplace
Public Argument (Scenario 1)
Patient Complaint Mishandled
Reputation Outside Work
Public Drunkenness
Road Rage Incident
Social Media Conduct
Offensive Facebook Post
TikTok: Mocking Patients
Marketing & Public Representation
Exaggerated Claims
Hidden Costs
Power, Respect, and Public Behaviour
Restaurant Outburst
Sports Club Dispute
Reflection & Continuous Improvement
Exam Pass Notes
Reading List
Course Completion & Next Steps
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Scenario: TikTok Video Mocking Patients

Mocking patients in any form harms trust. Video adds reach and permanence.^[6]^[5]^[7]

Scenario

A staff member posts a TikTok skit portraying "awkward patients." No names are used, but mannerisms and phrases are recognisable to locals. The video, because it is on a public short-form platform, has added reach and permanence that can damage patient trust and the organisation's reputation. As a manager, you learn of the post and must act to protect patients' dignity and the service's standing.

How should this be handled to protect reputation?

Remove the video immediately and document the post (time, platform, screenshots and metadata).^[7]^[2]
Explain publicly if necessary that content mocking patients is unacceptable and confirm the steps taken to address it.^[1]^[2]
Offer an apology where appropriate and assess the reach and impact of the post.^[1]
Record accountability: who authorised responses, who is responsible for removal, and who will lead communications.^[1]^[3]
Provide training on respectful communication and online boundaries for the individual and wider staff.^[5]^[2]
Review moderation and approval processes on any official or branded channels and update induction to include clear examples of off-limits content.^[3]^[5]
Refresh policies with timelines and document why specific controls will prevent recurrence (for example, pre-approval for branded content).^[2]^[5]
Ensure records capture decisions and timelines. Sample local feedback to check reputational recovery.^[7]^[1]
Embed respectful language in scripts and signage to reinforce that patient dignity is non‑negotiable.^[3]^[4]^[1]

References (numbered in text)

Standards of practice for optometrists and dispensing opticians — General Optical Council Find (opens in a new tab)
Using social media as a medical professional — General Medical Council Find (opens in a new tab)
Social media and online behaviour — The College of Optometrists Find (opens in a new tab)
Social media guidance — Nursing and Midwifery Council Find (opens in a new tab)
Dangers and Benefits of Social Media on E-Professionalism of Health Care Professionals: Scoping Review — Tea Vukušić Rukavina; Joško Viskić; Lovela Machala Poplašen; Danko Relić; Marko Marelić; Drazen Jokic; Kristijan Sedak. Journal of Medical Internet Research Find (opens in a new tab)
The Impact of Physician Social Media Behavior on Patient Trust — Javad J Fatollahi; James A Colbert; Priyanka Agarwal; Joy L Lee; Eliyahu Y Lehmann; Neal Yuan; Lisa Soleymani Lehmann; Katherine C Chretien. AJOB Empirical Bioethics Find (opens in a new tab)
New guidance on disclosing documents to the public — Information Commissioner's Office Find (opens in a new tab)

Key Points

Please take a moment to review these points, reflect on their significance and consider how they apply to your own experiences.

Tick to confirm (optional):

Remove the offending video immediately and capture evidence (screenshots, URLs, reach).
Document decisions, timelines and who is responsible for the response.
Assess public impact and issue a brief statement or apology if necessary.
Provide staff training on respectful communication and online boundaries.
Review and tighten moderation and approval processes for branded/official channels.
Update induction materials with clear examples of off-limits content and expected conduct.
Use local feedback sampling to check reputation recovery and learning.
Embed respectful language in scripts, signage and visible safeguards to reinforce dignity.

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Course Snapshot

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Length: 60 minutes CPD (1.00 CE Credits)
Appropriate for: Optometrists, dispensing opticians, practice managers, reception teams and optical support staff.
Course Price: Free
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Cite this resource

Harvard

Mecourse Lifelong Learning (2025) ‘Scenario Page 6: TikTok Video Mocking Patients’. Mecourse Lifelong Learning [Online]. Available at: https://www.mecourse.com/scenario-page-6-tiktok-video-mocking-patients [Accessed 14 May 2026].

Vancouver

Mecourse Lifelong Learning. Scenario Page 6: TikTok Video Mocking Patients [Internet]. Mecourse Lifelong Learning; 2025 Aug 22 [cited 2026 May 14]. Available from: https://www.mecourse.com/scenario-page-6-tiktok-video-mocking-patients.

Chicago

Mecourse Lifelong Learning. “Scenario Page 6: TikTok Video Mocking Patients.” 2025. https://www.mecourse.com/scenario-page-6-tiktok-video-mocking-patients. Accessed May 14, 2026.

APA

Mecourse Lifelong Learning. (2025, August 22). Scenario Page 6: TikTok Video Mocking Patients. https://www.mecourse.com/scenario-page-6-tiktok-video-mocking-patients

IEEE

Mecourse Lifelong Learning, “Scenario Page 6: TikTok Video Mocking Patients.” Mecourse Lifelong Learning. https://www.mecourse.com/scenario-page-6-tiktok-video-mocking-patients (Accessed: May 14, 2026).

AMA

Mecourse Lifelong Learning. Scenario Page 6: TikTok Video Mocking Patients. Mecourse Lifelong Learning. Published August 22, 2025. Accessed May 14, 2026. https://www.mecourse.com/scenario-page-6-tiktok-video-mocking-patients.

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GOC Standard 17: Protecting the Reputation of the Optical Profession

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Scenario: TikTok Video Mocking Patients

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