- Core Principles
- Advertising/Mall Screening Directives
Advertising/Mall Screening Directives
ADVERTISING DIRECTIVES, PROMOTIONAL ACTIVITIES AND PUBLICITY
Chiropractors may publicise their practices, or permit another person to do so,
Providing that the advertisement does not bring disrepute to Singapore or any health-related profession in Singapore or elsewhere; that it complies with the general law and ASAS standards of advertising in force in Singapore; any overseas advertisement must comply with requirements in those countries and, if these circulations are available in Singapore, also the advertising directives of the Association. Like advertisements of other health-related professions, it must be objective, relevant, up-to-date, accurate and factual.
Members should conduct themselves in a manner expected of a professional and respect their code of ethics when publicising their services. The publicity shall contain nothing, nor be in a form nor be published or circulated which, in the light of generally prevailing standards of decency and propriety, would be likely to cause serious or widespread offence or to bring the chiropractic profession into disrepute.The publicity of a chiropractor shall not be misleading or inaccurate in any way, and be worded in such a way that it does not abuse the trust of members of the public nor exploit their lack of experience or knowledge, either in matters of health or of chiropractic services.
Advertisements shall not contain any laudatory statements (including statements of prominence or uniqueness) or superlatives to describe the services or clinic. No claim shall be made of superiority in services or personal qualities or skills over others, nor comparisons, whether direct or implied, between other chiropractors or other health professionals.
No claims shall be made by the chiropractor that the chiropractor is a specialist or an expert in a particular field unless this has been gained at a recognised institution or a recognised postgraduate course. It is up to the chiropractor to provide this information to the Association. Any statement about the efficacy of services provided must be capable of being substantiated and be in accordance with prevailing accepted standards of best practice of chiropractic.
The design, size, lettering, colouring, degree of illumination, material and other physical details of the publicity used by a chiropractor (for example, but not by way of limitation, name-plates, signs identifying professional premises, professional stationery, directory entries, professional announcements, and advertising for staff) shall be consistent with a professional approach towards the provision of information to members of the public.
Chiropractors shall not publicise their services by making any unsolicited and direct approach to a private individual who is not a patient, whether in person, or by mail, telephone, fax or other form of communication. Chiropractors may approach representatives of organisations such as firms, companies, schools, clubs or other health professionals to publicise their services. Chiropractic services shall not be advertised in the form of any sales campaign (including door to door sales), exhibition, competition or any other activity (including lucky draws, or fund-raising activities) in such a manner as to introduce, publicise or promote a clinic or any of its services, except with prior approval by the executive committee. Public screenings shall conform to the association’s “Statement on Shopping Mall Screenings by Chiropractors”.
A member may consent to be interviewed, at the unsolicited request of any print or broadcast media organisation, whether in his/her professional or private capacity, provided that the interview is not such as to publicise his/her clinic to the general public. Publicity about a chiropractor or a practice which arises through, or from interviews with representatives of the media, and which may be regarded as likely to bring the profession into disrepute, should be avoided. A chiropractor should wherever possible request access to the article, statement or interview before publication or broadcast in the attempt to ensure that it does not contravene the provisions of the advertising directives.
Internet advertisement must only contain the information otherwise permitted on paper. Correspondence or provision of professional information shall not be conveyed over the internet, nor consultation or advice to any member of the public in such a manner as to amount to soliciting or encouraging the use of services provided by or at a chiropractic clinic.
Chiropractors shall not use a name for a practice which may be misleading or cause confusion with similar names for the practice of other chiropractors or other health professionals. Chiropractors shall not use any title or qualification in such a way that the public may be misled as to its meaning or significance. In particular, chiropractors who use the title ?doctor? and who are not registered medical practitioners shall ensure that, where appropriate (for example, in any advertisements and in their dealings with patients and other health professionals) they make it clear that they are chiropractors and not registered medical practitioners.
Advertisements of clinics may contain name of clinic and practitioner, their recognised qualifications, principal area of practice including examination and treatment methods, business address, telephone no. and business hours and holidays, handicap access and arrangements in the clinic. Signboard may only contain the name of the clinic and the doctor and the logo of the clinic, whilst nameplates may furthermore include the business hours.
A Chiropractor who is associated with the development or promotion of devices,books or products offered for commercial sale is responsible for ensuring that these are presented in a professional and factual way. Any claims regarding performance, benefit or results shall be supported by scientifically acceptable evidence.A chiropractor who has a financial interest in the sale or use of a product shall be sensitive to possible conflict of interest in the promotion or endorsement of such a product and avoids compromise of professional responsibilities and objectives.
Discounted, multiple treatment programmes must conform to the TCA(S) Statement on the use of Prepayment Packages and the following to be acceptable:
The patient must be provided with adequate information to make informed consent. Patients in acute pain are recognized to be vulnerable, and thus must not be exploited. Doctors must never use scare tactics or other language which may be seen by the patient as indicating they are at risk if they do not undertake treatment. The sale of multiple treatments must not imply warranty of care in any way. Bundled treatment programmes must have escape clause, where patients wishing to terminate the programme for any reason are able to do so, and receive a refund of remaining visits, less the cost of utilized visits at undiscounted rate, in a timely manner. Treatment must be consistent with Code of Ethics and Practice Guidelines. Terms and conditions of the discount programme must be in writing.
For a complete and official guide to advertising please refer to Singapore Code of Advertising Practice (SCAP) – https://asas.org.sg.