Work through each question below by selecting the answer you think is correct. After you choose, you’ll see an explanation with references to the relevant regulation sections.
Can I use patient testimonials in my advertising?
You want to post a five-star review a patient left on Google to your practice website. Is this permitted under the Advertising standard?
Choose a scenario:
You selected: Yes — patients wrote the testimonials, not me.
Not permitted.
Members cannot use patient testimonials in their advertising, regardless of who wrote them or where they appear. This includes reposting Google reviews, quoting satisfied patients on a website, or sharing testimonials on social media.
O. Reg. 318/12, s.30 prohibits using or permitting the use of a testimonial from a patient, former patient or other person in respect of the member’s practice.
You selected: No — I know testimonials are not permitted.
Correct.
Testimonials from patients are not permitted under the Advertising standard, regardless of format or source. This applies to:
- Your practice website
- Social media profiles
- Printed materials
- Directory listings you control
If a testimonial about you appears on a site you don’t control, you must make all reasonable efforts to have it removed.
You selected: I’m not sure — it depends on what the testimonial says.
The content doesn’t change the rule.
The Advertising standard prohibits testimonials regardless of their content. Even a factual, modest testimonial (“My practitioner is very professional.”) is not permitted if you use it in your advertising. The prohibition is categorical, not content-specific. Even anonymized information can still qualify as a testimonial.
Can I describe myself as a specialist or claim expertise in a particular condition?
You have treated hundreds of patients with fertility issues and want to describe yourself as a “fertility specialist” or “expert in fertility acupuncture” on your website.
Choose a scenario:
You selected: Yes — if I have extensive experience, I can claim expertise.
Not permitted.
Members cannot claim to be a specialist or describe themselves as having a specialization. The College does not currently have any areas of specialities, so it would be misleading to the public to claim any level of expertise or specialty.
Members may not refer to themselves as “Pediatric”, “Gynecological”, “Chief”, “Senior”, or “Head” acupuncturists or TCM practitioners.
You selected: No — the profession has no recognized specialty designations.
Correct.
Since CTCMPAO has not established a specialty framework, members cannot claim to be specialists. You can accurately describe the areas you focus on (e.g., “My practice focuses on women’s health”) without implying a credential you don’t hold.
The distinction is between describing your practice focus (permitted) and claiming a credential or specialist status (not permitted).
Can I advertise on social media?
You want to use Instagram and Facebook to promote your practice. Is social media advertising permitted?
Choose a scenario:
You selected: No — social media advertising is not permitted.
Social media is permitted, with conditions.
Social media advertising is permitted under the Advertising standard, but all the same rules apply. Your social media posts must be:
- Factual and accurate
- Verifiable
- Not misleading about services or outcomes
- Free of testimonials or patient endorsements
- Not making claims about curing or treating specific diseases
Your registered name must be used and easily visible, regardless of the language used.
You selected: Yes — and all the usual advertising standards apply.
Correct.
Social media is permitted, and all advertising rules apply equally. Think of each post as advertising: it must be factual, accurate, and not misleading.
Common social media violations to avoid:
- Sharing patient before/after photos
- Making claims about curing specific conditions
- Using “specialist” or “expert” language
- Reposting patient reviews or testimonials
Can I offer a free first visit or discounted packages?
You want to offer new patients a complimentary initial consultation, or sell a package of 10 treatments at a reduced per-visit rate. Is this permitted?
Choose a scenario:
You selected: Yes — promotional offers are common business practice.
Permitted, but read the fine print.
Discounts and package deals are generally permitted, but they intersect with the Billings and Fees requirements. Key considerations:
- Patients must be advised of the fee before treatment
- Fees must be itemized clearly
- Promotional pricing must not be misleading about the regular rate
- Free consultations are permitted but cannot be used to pressure patients into treatment
- You must not offer a reduction of fees in exchange for prompt payment
You selected: I’m not sure — this might conflict with billing standards.
Good instinct — both sets of rules apply.
You’re right to consider the interaction. Promotional offers are not prohibited by the Advertising standard itself, but the Billings and Fees section requires transparent, ethical billing practices: fees must not be excessive, must be clearly understood, and must be disclosed before treatment.
Knowledge Check
A practitioner posts the following on their clinic Instagram account: “Dr. Li, Senior Acupuncturist specializing in fertility — 98% success rate! Book your free consultation today.”
How many advertising violations can you identify in this post?
Select the best answer:
The success rate claim is one violation (guaranteeing results, s.28), but this post contains several more. Look again at the title, the specialty claim, and the name used.
You caught three, but there are more. “Dr.” is an unauthorized title (s.32). “Senior” and “specializing in” are unauthorized designations (s.33). “98% success rate” is an unverifiable claim (s.28). But what about the name?
Correct. This single post contains at least five potential violations:
- “Dr.” — Members may not use the title of Doctor (s.32).
- “Senior” — Not an authorized designation (s.33).
- “specializing in fertility” — No recognized specialties exist (s.33).
- “98% success rate” — Guaranteeing results and making an unverifiable claim (s.28).
- “Dr. Li” — If this is not the member’s registered name, it violates s.34.