Highlights from the New Advertising and Marketing Standard

This is a reminder that the new Advertising and Marketing Standard will come into effect on May 1, 2025 and must be followed by all physiotherapists and physiotherapist residents.

To support you in understanding the updated requirements and expectations, we have included key highlights below.

While these highlights provide a helpful at-a-glance look at what’s notable or new, all physiotherapists and PT residents are encouraged to read the standard in full to understand the complete scope of the updated requirements.

As always, we’re here to support you in the delivery of high-quality care. If you have any questions about the new standard, you are welcome to contact the Practice Advisors at advice@collegept.org or 1-800-583-5885 ext. 241.

Top Five Highlights from the New Advertising and Marketing Standard

This standard replaces the previous Advertising Standard

1. Avoid Deceptive or Misleading Claims 

Do not make unsubstantiated claims, guarantee outcomes, or imply that your services are superior to those of other health providers. 

2. Advertise Within Your Competence 

Only advertise services that you are competent to provide. Do not say or imply you are a specialist unless you are authorized by the College to use the specialist title. 

3. Use Incentives and Endorsements Responsibly 

Ensure that incentives in your advertising do not promote unnecessary services. Product endorsements must be supported by credible evidence, with any financial relationships transparently disclosed.  

4. Be Transparent when Advertising Free Services 

Advertisements for free consultations, assessments, or trial services should clearly state any conditions or limitations. These advertisements should focus only on promoting general education, raising health awareness, or informing the public about available pro-bono care. 

5. Accountability for Advertising Content 

You must take reasonable steps to ensure that all advertising and marketing about your services, whether shared by you or others on your behalf, is truthful, accurate, and verifiable. This includes advertising done through social media.