Advertising

(1) Policy Statement. The lack of sophistication on the part of many members of the public concerning chiropractic services, the importance of the interests affected by the choice of a chiropractic physician and the foreseeable consequence of unrestricted advertising by chiropractic physicians, which is recognized to pose special possibilities for deception, require that special care be taken by chiropractic physicians to avoid misleading the public. The chiropractic physician must be mindful that advertising by chiropractic physicians is calculated and not spontaneous, reasonable regulation designed to foster compliance with appropriate standards serves the public interest without impeding the flow of useful, meaningful, and relevant information to the public. (2) Definitions. (a) Advertisement. Informational communication, as further defined in Rule 0260-02-.01(1), to the public in any manner designed to attract public attention to the practice of a chiropractic physician who is licensed to practice in Tennessee. GENERAL RULES GOVERNING CHIROPRACTIC EXAMINERS CHAPTER 0260-02 (b) Material Fact. Any fact which an ordinary reasonable and prudent person would need to know or rely upon in order to make an informed decision concerning the choice of practitioners to serve his own particular needs. (c) Bait and Switch Advertising. An alluring but insincere offer to sell a product or service which the advertiser in truth does not intend or want to sell. Its purpose is to switch consumers from buying the advertised merchandise, in order to sell something usually at a higher fee or on a basis more advantageous to the advertiser. (d) Discounted Fee shall mean a fee offered or charged by a person or organization for any product or service that is less than the person or organization usually offers or charges for the product or service. Products or services expressly offered free of charge shall not be deemed to be offered at a “discounted fee.” (3) Advertising Fees and Services. (a) Fixed Fees. Fixed fees may be advertised for any service. It is presumed unless otherwise stated in the advertisement that a fixed fee for a service shall include the cost of all professionally recognized components within generally accepted standards that are required to complete the service. (b) Range of Fees. A range of fees may be advertised for services and the advertisement must disclose the factors used in determining the actual fee, necessary to prevent deception of the public. (c) Discount Fees. Discount fees may be advertised if 1. The discount fee in fact is lower than the licensee’s customary or usual fee charge for the service; and 2. The licensee provided the same quality and components of service and material at the discounted fee that are normally provided at the regular non-discounted fee for that service. (d) Related Services and Additional Fees. Related services which may be required in conjunction with the advertised service for which additional fees will be charged must be identified as such in any advertisement. (e) Time Period of Advertised Fees. Advertised fees shall be honored for those seeking the advertised services during the entire time period stated in the advertisement whether or not the services are actually rendered or completed within that time. 1. If no time period is stated in the advertisement of fees, the advertised fee shall be honored for thirty (30) days from the last date of publication or until the next scheduled publication whichever is later whether or not the services are actually rendered or completed within that time. (4) Advertising Content. The following acts or omissions in the context of advertisement: by any licensee shall constitute unethical and unprofessional conduct, and subject the licensee to disciplinary action pursuant to T.C.A. § 63-4-114. (a) Claims that the services performed, personnel employed, materials or office equipment used are professionally superior to that which is ordinarily performed, employed, or used, or that convey the message that one licensee is better than another when superiority of services, personnel, materials or equipment cannot be substantiated. GENERAL RULES GOVERNING CHIROPRACTIC EXAMINERS CHAPTER 0260-02 (b) The misleading use of an unearned or non-health degree in any advertisement. (c) Promotion of a professional service which the licensee knows or should know is beyond the licensee’s ability to perform. (d) Statements that the licensee is a certified acupuncturist. (e) Techniques of communication which intimidate, exert undue pressure or undue influence over a prospective patient. (f) Any appeals to an individual’s anxiety in an excessive or unfair manner. (g) The use of any personal testimonial attesting to a quality of competence of a service or treatment offered by a licensee that is not reasonably verifiable. (h) Utilization of any statistical data or other information based on past performances or predication of future services, which creates an unjustified expectation about results that the licensee can achieve. (i) The communication of personally identifiable facts, data, or information about a patient without first obtaining patient consent. (j) Any misrepresentation of a material fact. (k) The knowing suppression, omission or concealment of any material fact or law without which the advertisement would be deceptive or misleading. (l) Statements concerning the benefits or other attributes of chiropractic procedures or products that involve significant risks without including: 1. A realistic assessment of the safety and efficiency of those procedures or products; and 2. The availability of alternatives; and 3. Where necessary to avoid deception, descriptions or assessment of the benefits or other attributes of those alternatives. (m) Any communication which creates an unjustified expectation concerning the potential results of any treatment. (n) Failure to comply with the rules governing advertisement of fees and services and advertising records. (o) The use of “bait and switch” advertisements. Where the circumstances indicate “bait and switch” advertising, the Board may require the licensee to furnish to the Board or its designee data or other evidence pertaining to those sales at the advertised fee as well as other sales. (p) Misrepresentation of a licensee’s credentials, training, experience or ability. (q) Failure to include the corporation, partnership or individual licensee’s name and address and telephone number in any advertisement. Any corporation, partnership or association which advertises by use of a trade name or otherwise fails to list all licensees practicing at a particular location shall: GENERAL RULES GOVERNING CHIROPRACTIC EXAMINERS CHAPTER 0260-02 1. Upon request provide a list of all licensees practicing at that location; and 2. Maintain and conspicuously display at the licensee’s office, a directory listing all licensees practicing at that location. (r) Failure to disclose that fact of giving compensation or anything of value to representatives of the press, radio, television or other communicative medium in anticipation of or in return for any advertisement (for example, newspaper article) unless the nature, format or medium of such advertisement make the fact of compensation apparent. (s) After thirty (30) days, the use of the name of any licensee formerly practicing at or associated with any advertised location or on office signs or buildings. This rule shall not apply in the case of a retired or deceased former associate who practiced in association with one or more of the present occupants if the status of the former associate is disclosed in any advertisement or sign. (t) Stating or implying that a certain licensee provides all services when any such services are performed by another licensee. (u) Directly or indirectly offering, giving, receiving, or agreeing to receive any fee or other consideration to or from a third party for the referral of a patient in connection with the performance of professional services. (v) Misleading claims or offers on internet or on social media platforms. (5) Advertising Records and Responsibility. (a) Each licensee who is a principal partner, or officer of a firm or entity identified in any advertisement, is jointly and severally responsible for the form and content of any advertisement. This provision shall also include any licensed professional employees acting as an agent of such firm or entity. (b) Any and all advertisements are presumed to have been approved by the licensee named therein. (c) A recording of every advertisement communicated by electronic media, and a copy of any other form of advertisement shall be retained by the licensee for a period of two (2) years from the last date of broadcast or publication and be made available for review upon request by the Board or its designee. (d) Severability. It is hereby declared that the sections, clauses, sentences and parts of these rules are severable, are not matters of mutual essential inducement, and any of them shall be exscinded if these rules would otherwise be unconstitutional or ineffective. If any one or more sections, clauses, sentences or parts shall for any reasons be questioned in any court, and shall be adjudged unconstitutional or invalid, such judgment shall not affect, impair or invalidate the remaining provisions thereof, but shall be confined in its operation to the specific provision or provisions so held unconstitutional or invalid, and the inapplicability or invalidity of any section, clause, sentence or part in any one or more instances shall not be taken to affect or prejudice in any way its applicability or validity in any other instance. (6) Telemarketing. (a) Telemarketing or telephonic solicitation by licensees, their employees, or agents to victims of accidents or disaster shall be considered unethical if carried out within thirty GENERAL RULES GOVERNING CHIROPRACTIC EXAMINERS CHAPTER 0260-02 (30) days of the accident or disaster, and subject the licensee to disciplinary action pursuant to T.C.A. § 63-4-114. (b) Telemarketing transcripts shall be maintained for a period of two (2) years following their utilization. (c) A log of contacts must be maintained for a period of two (2) years following the telemarketing encounter.