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Advertising Directives

Advertising Directives

Chiropractors may publicise their practices, or permit another person to do so,providing that the advertisement complies with the general law and ASAS standards of advertising in force in Singapore. Advertisements 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 documentation of additional certification 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.

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, 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 management committee. 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 doctors of chiropractic and not registered medical practitioners.

Advertisements of clinics may contain name of clinic and practitioner, the unrecognised 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.

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. Multilevel Marketing (MLM) products are strongly discouraged.

The sale of prepaid packages of care shall conform to ?Policy Statement on Prepaid Packages of Treatment?. Public screenings shall conform to the association’s “Spinal Screening Guidelines 2005”. Both are also available on this website.

For a complete and official guide to advertising please refer to Singapore Code of Advertising Practice (SCAP) – https://asas.org.sg.