SpeakOut_October2014_eCopy

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 sapi@speechpathologyaustralia.org.au or phoning 03 9642 4899 / 1300 368 835 .

Advertising standards – protecting our reputation and our clients from harm

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. 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 As the push to gain a competitive edge increases and more speech pathologists seek advice from marketing professionals to produce promotional

18 Speak Out October 2014

Speech Pathology Australia