Advertising Standard

Recently Updated Updated: January 1, 2017

Date Approved: September 21, 2016


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1.  Authority and Responsibility

  • Physiotherapists are responsible for any advertisement on their behalf.

2.  Truth in Advertising

  • Advertisements must be true, accurate, and verifiable. This means that the physiotherapist must be able to prove that the information in the advertisement is true.
  • Advertisements must not mislead.
  • Advertisements must be easy for consumers to understand.

3. Advertising Content

  • Advertisements must only contain information about services for conditions that the physiotherapist is competent to diagnose and to treat.
  • Advertisements must not state or imply a guarantee of treatment results.
  • Advertisements must not contain any direct, indirect, or implied testimonials or endorsements.
  • Advertisements must not contain references to third-party websites or publications that carry testimonials or endorsements of physiotherapists.

4. Claims of Superiority

  • Advertisements must not state or imply that a physiotherapist’s services are better than those offered by other physiotherapists.  
  • Advertisements must not state or imply that a certain brand or product is better than others.

5.  Advertising about Prices

If an advertisement offers discounted prices for packaged or bundled services, it must clearly state that there is still the option to buy one service at a time. It must also make it clear that there is an option to receive a refund for unused services.

Legislative Reference

Ontario Regulation 388/08 under the Physiotherapy Act,
Professional Misconduct: Section 1, paras 1 and 25 


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