18 Speak Out
October 2014
Speech Pathology Australia
professional practice news
Advertising and SPA’s Code of Ethics
Speech Pathology Australia’s
Code of Ethics (2010) stipulates that SPA members’ advertising must be
truthful, accurate, based on evidence and not misrepresent the profession. Members working in private practice often
ask for more advice as to what they can or cannot do when advertising their business. SPA has recently developed
a Code of Ethics – Advertising policy which provides clarity to all members as to what SPA’s definition of advertising
is and also what sorts of advertising constitute a breach of SPA’s Code of Ethics (the Code). There will be a period of
education prior to the full implementation of the policy on 1 July 2015. Up until this time members whose advertising is
considered to be a low-level breach of the Code will be sent a letter requesting that they change their advertising prior
to 1 July 2015. Members are encouraged to read the Code of Ethics – Advertising policy and accompanying FAQs
document (which contains examples of acceptable and unacceptable advertising). Queries related to the policy can
be directed to the Senior Advisor Professional Issues by emailing
or
phoning
03 9642 4899
/
1300 368 835
.
There are many great examples
of speech pathology advertising,
especially some amazing websites,
but unfortunately you don’t have to
look too hard to see advertising that
is of concern. Claims of ‘best in town’,
extensive experience (when in fact
the speechie has limited experience),
specialist in a particular area, and
words and phrases such as exclusive,
accredited, registered speech
pathologist (did not stipulate what
registered for suggesting registered
with AHPRA), proven success, trusted,
most affordable, results that last,
guaranteed results, only service offering
this program... and the list goes on.
This sort of advertising is concerning
because it potentially damages our
reputation as a profession. If the tone of
our advertising matches the tone used
for selling products such as kitchen
appliances or home fitness equipment,
then what sort of message is that
sending to our clients? This style of
advertising is called puffery because
it uses exaggeration and hyperbole to
“puff up” the product/service to seem
like more than it is. It is to be avoided at
all costs. The problem is that those of
you who rely on marketing companies
or individuals to write promotional
materials for your business will find that
this is the style that they espouse. Why?
Because it’s not illegal and it works. It is
a very powerful and coercive method of
advertising.
This is where the concern regarding
harm to our clients comes in. It is not
acceptable to advertise your service or
program in such a way that a client feels
pressured or compelled to undertake
the service or program. Clients often
feel vulnerable and in some cases are
desperate to see change. We particularly
see this with parents of young children
with communication difficulties; they
are often aware that early intervention is
important and they may be looking for
quick results. They are often prepared to
endure financial hardship (and in some
cases even move interstate or travel
overseas looking for treatment options).
This is why it is imperative that we avoid
puffery and instead provide accurate,
truthful and, most importantly, objective
evidence based information so that
clients may make an informed decision
free from any coercion or guilt.
Searching speech pathology websites
for examples of where evidence is
discussed tended to expose two camps.
The frequently and persuasively touted
but often poorly designed and often
in-house evidence camp (this type of
advertising seems to be used more
frequently when promoting programs
and using the promotional resources
and language provided by the supplier of
the program); and the little or no mention
of evidence camp. This is of concern
because clients may be swayed into
thinking that there isn’t any evidence
for traditional speech pathology and
will choose to undertake a specific
advertised program believing that this is
the only approach that will ‘work’, if other
practitioners don’t mention evidence.
Speech pathologists promoting specific
programs must ensure that they critically
evaluate all of the evidence available and
not just the evidence provided by the
company who produces the program.
As the push to gain a competitive
edge increases and more speech
pathologists seek advice from marketing
professionals to produce promotional
materials, it is imperative that SPA
members know and understand their
ethical obligations and what professional
and ethical advertising looks like. Let’s all
work together to protect the reputation
of our profession and our clients from
harm by producing high quality and
ethical advertising.
Christine Lyons
Senior Advisor Professional Practice
Advertising standards – protecting our reputation
and our clients from harm
