The dentist enjoys a high degree of professional independence. He is seen as reliable and productive at work while carrying a big responsibility. His foremost social responsibility is to treat patients suffering from toothache and to promote oral health prevention for all people, regardless of their social status. At the same time, the dentist is prestigious, respected and honest. Comparable to other professions, however, dentistry is under public pressure. Media often associate the dental profession with negative properties such as sadism, immorality, or madness. Does the image of the dental profession suffer in this context? Our first article discusses the environmental factors which are identifiable to influence both each dentist and ultimately the whole image of dentistry.