Section 338.12014. Advertising.

(1) All licensees practicing chiropractic in this state shall use the word "chiropractic" or  "chiropractor"  or  the  initials  "D.C."  in conjunction with their names on all signs, letterheads,  business  cards, or similar items of identification.

(2)     Any advertisement or advertising that does any of the following  is considered by the board to be fraudulent, false, deceptive, or misleading:

(a)     Contains a misrepresentation of facts.

(b)     Is misleading or deceiving in its content or context.

(c)      Creates false or unjustified expectations of beneficial treatment or successful cures.

(d)    Fails to conspicuously  identify  the   chiropractor or  chiropractors referred to in the advertising as a chiropractor or chiropractors.

(e)         Contains any representation that identifies the chiropractic practice being advertised by a name that does not include the term "chiropractor" or "chiropractic" or the initials "D.C."

(f)      Appears in any classified directory, listing, or compendium under a heading which, when considered together with  the advertisement,  has  the capacity or tendency to be deceptive or misleading with  respect   to  the profession or professional status of the chiropractor.

History: 1987 AACS; 2011 AACS.