ON Chiropractic Winter 2014 - Page 7

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 comprehensibl