ON Chiropractic
WHAT IS SPECIFICALLY PROHIBITED BY THE STANDARD OF PRACTICE ?
Members must refrain from advertising or permitting advertising with respect to their practice that contravenes regulations or Standards of Practice . S-016 specifically prohibits members conducting advertising that contains :
∞∞ anything false or misleading ;
∞∞ a guaranteed success of care ;
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∞∞ any comparison to another member ’ s or other health care provider ’ s practice , qualifications or expertise ;
any expressed or implied endorsement or recommendation for the exclusive use of a product or brand of equipment used to provide services ; and
material that , having regard to all the circumstances , would reasonably be regarded as disgraceful , dishonourable or unprofessional .
Members are also prohibited from contacting or communicating , or allowing any third party to contact or communicate , with potential patients via telemarketing or electronic methods .
Regarding discounts and online coupon services ( e . g . Groupon ), members are advised to consult CCO ' s Guideline G-016 : Advertising which states , " All advertisements must be presented in a professional manner , maintain professional integrity , and serve the public ’ s best interest . Although discounted fees may be offered , online coupons , contests and giveaways are inappropriate ."
HOW CAN YOU AVOID A PROFESSIONAL MISCONDUCT COMPLAINT ?
The Advertising Standard of Practice offers great advice on avoiding a complaint in this area . Keep these considerations in mind :
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While naming specific services , techniques or products in your advertising is permissible , make no claims about the relative superiority of those items or guarantees of success of care .
Ensure you possess the appropriate certifications prior to advertising your ability to perform or provide a chiropractic speciality or adjunctive therapy , such as acupuncture .
Refrain from utilizing telemarketing or electronic marketing methods to solicit new patients .
When conducting a public presentation or display , ensure that assessments performed comply with CCO ’ s Public Display Protocol and are for educational purposes only . Perform no controlled acts of diagnosis or adjustment and utilize no coercion or pressure tactics . Appointments booked with a specific practitioner during a public display should be made only if the request is initiated by the patient . You should not prompt an appointment request beyond recommending that a patient visit a chiropractor of their choice ( see Guideline G-016 : Advertising for additional information ).
Ensure that any advertising being conducted on your behalf by a third party , such as a marketing or advertising firm , complies with this Standard of Practice . You are responsible for the content of advertisements for your practice .
Submit proposed advertisements to CCO for review and recommendations from the Advertising Committee .
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