Social media presents both opportunities and challenges presents for surgeons, with potential benefits of knowledge dissemination, networking, and patient education. However, the focus shifts towards the ethical dilemmas inherent in maintaining a professional online identity, protecting patient confidentiality, and mitigating potential conflicts of interest. Aesthetic plastic surgery finds itself at the frontier of the intersection of medical practice and digital culture, with patient expectations and caseload shaped by social media. This paper explores the shifting role of aesthetic surgeons in response to the influence of social media on patient expectations, perceptions of beauty and the dissemination of medical information. With the rise of social media platforms, plastic surgeons are increasingly confronted with ethical dilemmas regarding patient autonomy, informed consent and the promotion of realistic body ideals. This paper examines the ethical responsibilities of plastic surgeons in maintaining integrity, transparency and a patient well-being in the digital age. Through the analysis of relevant literature, this paper aims to provide insight into the complex interplay between plastic surgery, social media and professional ethics in the digital era.