As you may know, the Standards of Practice set out the minimum standards in paramedic services. Each regulated member is required to understand and comply with these Standards, but how does this translate in the day-to-day work of EMRs, PCPs and ACPs?
In an effort to help regulated members understand and apply the Standards to real life situations, we will be sharing scenarios that give context to the Standards and ideas on how to implement this into practice.
The following scenario will attempt to address advertising.
3.3 Advertising
An advertisement is any message (spoken, text or image-based), in any medium, about a regulated member and/or a clinic, group, product or service with which a regulated member is associated, the content of which is controlled directly or indirectly by a regulated member.
- A regulated member who is responsible for an advertisement must ensure the information provided:
- Conforms to the Code of Ethics.
- Contains factual and relevant information about the nature of the practice.
- Includes the practice designation as identified on the member’s practice permit issued by the College.
- Is accurate, clear and explicitly states all pertinent details of an offer, with disclaimers as prominent as other aspects of the message.
- Is supported by evidence that is readily available to the public.
- Is compatible with the best interests of the public and upholds the reputation of the profession.
- Is not false, incomplete, misleading or deceptive.
- Does not include claims, representations, endorsements or testimonials regarding the service or business.
- Does not create unreasonable expectations of beneficial treatment such as guarantees or warranties about results.
- Does not encourage the indiscriminate or unnecessary use of health services.
- A regulated member must promptly comply with direction from the Registrar to:
- Substantiate any advertising claim or representation.
- Confirm whether a specific advertisement is made by or on behalf of the regulated member.
- Change or stop using any advertising message(s) that the Registrar deems in violation of any part of this Standard or the Code of Ethics.
- A regulated member must not disclose the name or identifying features of a patient unless the regulated member has obtained the patient’s prior written consent to use the information for advertising purposes.
Scenario:
Jordan, a Primary Care Paramedic working in Grande Prairie, Alberta, recently launched a side business offering IV nutrition therapy. Hoping to build awareness and attract clients, Jordan creates a website and runs promotional content on Instagram and Facebook. One Instagram ad states:
“Hydrate, Energize and Boost Immunity – IV vitamin drips administered by a certified paramedic! Feel younger and more energized instantly. Guaranteed results.”
Jordan includes “PCP” after his name in all materials and features several before-and-after photos of smiling clients with quotes like “I haven’t felt this good in years!” and “Jordan’s IVs are life-changing!”
Shortly after the campaign launches, the College receives a public inquiry questioning the appropriateness of the advertisement, particularly the medical claims and the use of testimonials. The Registrar reaches out to Jordan and requests the following:
- Confirmation that the advertisements were created and distributed by him.
- Documentation showing that clients provided prior written consent for the use of their photos and quotes.
- Immediate removal or modification of any language that violates the Advertising Standard or the College’s Code of Ethics.
Jordan responds promptly. He had not realized that including testimonials and guarantees in advertisements is prohibited, even for businesses not directly tied to emergency care. He also did not understand that using his College-issued designation (PCP) in a commercial setting could mislead the public if not appropriately clarified.
With support from the Registrar’s office, Jordan updates his promotional content to:
- Remove all client testimonials and photos.
- Remove language that implies a guaranteed outcome.
- Replace the term “certified paramedic” with his practice designation as identified on the member’s practice permit issued by the College
He resubmits the revised material for review and thanks the College for the clarification.
In this example, Jordan demonstrates his knowledge and adherence to the Standard 3.3 Advertising, in which a regulated member must carefully ensure that all promotional content, regardless of the setting, complies with the Advertising Standard. Using professional titles, making health claims or promoting services with endorsements or guarantees can lead to confusion and undermine public trust in regulated health professionals. Advertising must always reflect accuracy, integrity and the public interest.