The present study aims to reflect ethics in dentistry moment, behaviors observed in social media, and the consumer on dentistry market influence. Different temporal perspectives analysis was made about the proposal to "flexibilize" the Code of Ethics, which mean opening rules that are closed by principle, abdicating or taking out of context some dentist guiding principles. In addition, there were some possible solutions to the issues raised, such as the discussion in appropriate forum with specialists in ethics, bioethics and legal dentistry, as well as the creation of dentistry think-tanks, and continuing education in the area of professional ethics. Finally, ethics has been elevated as a solution through the Discipline of Ethics, Deontology and related subjects becoming a basic need in the training of professionals aware of their responsibilities towards the human health and its role in society.