7: Ethical Advertising

what are the regulatory/ethical frameworks

• GCC

• ASA (advertising standards authority)/CAP (committees of advertising practice)

• CMA (competition and markets authority)

Key ethical considerations

• patient trust and safety

• professional integrity

• legal and regulatory compliance

• informed consent

• public perception and reputation

• evidence-based practice

what does the GCC say

• Advertising must be legal, decent, honest, and truthful.

• Chiropractors must not make misleading claims or create unjustified patient expectations.

what does the ASA do/say

• Ensures compliance with UK advertising regulations.

• Claims must be evidence-based and not exaggerate benefits.

what does CMA do

protects consumers from unfair advertising/business practices

what are common issues in chiropractic advertising

• overstating effectiveness

• misuse of testimonials

• fear-based marketing

• improper use of title Dr

research around advertising breaches

1) advertising breaches among chiropractors was more freuqnet than physios and potentially more harmful

2) covid highlighted the importance of eliminating unethical/unfounded claims