Recent Updates to By-laws, Standards of Practice, Policies and Guidelines

Please see the links below to access the updated documents.

Approved on February 28, 2017, Came into Effect April 26, 2017

Standard of Practice S-016: Advertising and Guideline G-016: Advertising

CCO Council approved amendments to Standard of Practice S-016: Advertising and Guideline G-016: Advertising, following circulation of the proposed amendments, review of feedback and further amendments recommended by the Advertising Committee. 

CCO received extensive feedback on this circulation and thanks all members and stakeholders who took the time to submit feedback. After much review and deliberation, Council approved the following amendments to the standard of practice and guideline:

Definition of Advertising to Include Electronic Media, such as Websites and Social Media

Advertising is now defined in the standard of practice and guideline as:

"Advertising is any message communicated outside a member's office through a public medium, including electronic media such as websites and social media, that can be seen or heard by the public at large with the intent of influencing a person's choice of service or service provider. This standard applies equally to members acting individually, as a group, or as a professional health corporation." 

Council approved including advertising that is communicated through electronic media, such as websites and social media, under the definition of the standard and guideline. The public interest is protected by applying the principles of the advertising standard and guideline to advertisements communicated through all media.

Testimonials

CCO received wide-ranging feedback on the use of testimonials referring to a specific member or office in a member's website. CCO is not changing the standards relating to the use of testimonials on websites. A testimonial referring to a specific member or office may still be used only in a member's website, provided the testimonial is:

(i)accurate, verifiable, and recorded in the patient health record;

(ii)used only in accordance with the written consent of the patient, which may be withdrawn at any time;

(iii)not obtained using any undue pressure, duress, coercion or incentives; and

(iv)otherwise compliant and consistent with Standard of Practice S-016: Advertising, the chiropractic scope ofpractice, other CCO standards of practice, policies and guidelines, and privacy legislation.

In any other form of advertising besides websites, only testimonials that refer to the benefits of chiropractic, and not to a particular member or office, may be used.

Standards and guideline relating to testimonials refer only to a member's use of testimonials. A patient may always chose on their own to write a review of a chiropractor on a website or social media page.

Solicitation of Potential Patients

Members are reminded that any communication for the purposes of advertising must be consistent with CCO standards of practice and the chiropractic scope of practice, be professional and respectful of patient choice and the public interest, and compliant with Canadian anti-spam legislation, no matter what the medium of communication.

Online Coupons, Contests and Giveaways

Amendments to the guideline discourage members from using online coupons, contests and giveaways. Although discounted services may be offered, various forms of online coupons, contests and giveaways may not be considered professional or maintain the dignity of the profession. Such promotions may be seen as inappropriate.

Members are reminded to review the updated standard of practice and guideline and their websites, social media pages, and other electronic advertisements to ensure compliance with the standard of practice.

By-law 6: Election of Council Members 

Council approved amendments to By-law 6: Election of Council Members, to allow members to vote electronically in CCO elections to Council. These by-law amendments will maintain the current policies concerning the election of council members, while allowing votes to be cast and counted electronically. By-law 6 will allow voting by other mediums, such as mail, in exceptional circumstances, as determined by Council. The objective of these proposed by-law amendments is for CCO to conduct elections in an efficient, cost-effective manner, while making it straightforward for members to vote.

Legislation and Ethics Examination and Record Keeping Workshop

CCO will be holding the next sitting of the legislation and ethics examination and record keeping workshop on Tuesday, June 13, 2017 at the Old Mill Resort and Spa, 21 Old Mill Road Toronto, ON M8X 1G5.

Please complete the legislation and ethics examination application and submit it to Ms Madeline Cheng, Registration Coordinator to apply for the examination. Please contact Ms Madeline Cheng at mcheng@cco.on.ca or 416-922-6355 ext. 113 for any questions.

Please see the record keeping workshop information sheet and apply using the record keeping workshop application form and submit it to Ms Rose Bustria, Administrative Asistant to apply for the workshop. Please contact Ms Rose Bustria at bustria@cco.on.ca or 416-922-6355 ext. 101 for any questions.