Advertising Guideline


International Osteopathic Association

All manual osteopaths should make sure the following guidelines are followed:

1. An advertisement must be accurate, factual and contain information that is verifiable. It should readily be comprehensible by the persons to whom it is directed.

2. An advertisement may:

(a) name a specific service, technique and/or product but cannot claim superiority or endorse the exclusive use of such services, techniques or products;

(b) offer an initial complimentary consultation.

3. Any advertisement with respect to a manual osteopath’s practice must not contain:

(a) anything false or misleading;

(b) a guaranteed success of care;

(c) any comparison to another member’s or other health care provider’s practice, qualifications or expertise;

(d) any expressed or implied endorsement or recommendation for the exclusive use of a product or brand of equipment used to provide services;

(e) material that, having regard to all the circumstances, would reasonably be regarded as disgraceful, dishonourable or unprofessional.

4. A manual osteopath may advertise his/her fee for manual osteopathy services provided:

(a) the advertisement contains accurate, complete and clear disclosure of what is and what is not included in the fee;

(b) there are no hidden fees/costs;

(c) the manual osteopath does not bill a third-party payor for the complimentary portion of the treatment service;

(d) the advertisement expressly states the timeframe to be honoured for any complimentary or discounted treatment service;

(e) the advertisement does not limit the offer to a certain number of participants;

(f) no obligation is placed on the patient for follow-up appointments as a result of the complimentary or discounted treatment service;

(g) the advertisement is presented in a professional manner that maintains the dignity of the manual osteopathy profession.

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The International Osteopathic Association (IOA), based in North York, Ontario, Canada, is an international professional association that promotes the highest standards of ethics and patient care in manual osteopathy, contributing to the health and well-being of millions of manual osteopathy patients. On behalf of its members, IOA lobbies for pro-osteopathy legislation and policies, promotes a positive public image of manual osteopathy, supports research, and offers leadership for the advancement of the manual osteopathy profession. IOA issues international certificates of registration to manual osteopaths who are graduated from accredited manual osteopathy educational programs and who have successfully passed licensing exams. Manual osteopaths registered with IOA adhere to the code of ethics and professional guidelines set up by IOA.