Compliance
STA N D A RD OF P RACTICE: Advertising
T
oday’s chiropractors have more advertising options available to them than in
any other period in history. As use of these advertising mediums becomes more
common, it is important to ensure that your advertising meets the requirements of the
College of Chiropractors of Ontario’s (CCO) Standard of Practice S-016: Advertising.
What is the current CCO Standard
of Practice?
The stated intent of CCO Standard of
Practice S-016: Advertising is to provide
members with guidelines to ensure that
their advertising serves the public interest.
This means that chiropractic advertising
must educate the public, equip the public
to make rational choices about their care,
assist the public in obtaining chiropractic
services and maintain a professional image
for the profession in Ontario. Members
may also review CCO Guideline G-016:
Advertising for additional information.
What does count as “advertising”
under this Standard of Practice?
The CCO has defined advertising as any
message communicated outside a member’s
office through a public medium that can
be seen or heard by the public at large
with the intent of influencing a person’s
choice of service or service provider. This
standard applies equally to members acting
individually, as a group or as a professional
health corporation. Chiropractors’
advertising must contain information that
is accurate, factual, verifiable and readily
comprehensible to the audience to whom
the advertising is directed.
Public Presentations and Displays
Public presentations and displays are
considered advertising by the CCO and
S-016 applies. Policy P-016: Public Display
Protocol is also in force. When conducting
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a public presentation or display,
members must:
•
C
omply with CCO’s Regulati