View PDF Version of This Document
1981; revised 2001.
From time to time, the Board of Ethics determines that members and certificate holders can benefit from additional analysis and instruction concerning a specific issue of ethical conduct. Issues in Ethics statements are intended to heighten sensitivity and increase awareness. They are illustrative of the Code of Ethics and intended to promote thoughtful consideration of ethical issues. They may assist members and certificate holders in engaging in self-guided ethical decision-making. These statements do not absolutely prohibit or require specified activity. The facts and circumstances surrounding a matter of concern will determine whether the activity is ethical. This statement replaces an earlier statement of the same title to reflect changes in the name of the board from “Ethical Practice Board” to “Board of Ethics.”
Public statements or announcements of services attributable to individuals should serve to provide accurate and adequate information to aid the consumer public in making informed choices in matters concerning the professions and the services rendered by their practitioners. This principle must be observed as an affirmative ethical obligation of all individuals, whether they act independently or represent an institution, agency, or organization.
A. Generally individuals may use as a guide the type of announcement customarily used by other professionals in their local communities. Individuals are encouraged, however, to include a simple listing of such of the following items as they consider appropriate:
Identification, using appropriate titles. “Speech-language pathologist” and “audiologist” are the official titles of professionals in the field of communication disorders.
Fees, listing fixed prices or a stated range of prices for specified professional services. When additional charges may be incurred for an integral part of the overall service, it shall be so stated.
Qualifications, including certification, licensure, education, experience, and biographical data.
Services, including specialties or restrictions.
Location, hours, and telephone number.
Staff, or associates' names and qualifications.
B. In making information available to the consumer public, individuals are responsible for fairly and accurately representing their services and the professions so that the public is not misled about areas of competence. It is thus appropriate to list such items as certification, licensure, honorary awards, and accreditation of a service facility or training program by the Council on Professional Services Accreditation [1] or Council on Academic Accreditation in Audiology and Speech-Language Pathology, but not to describe any particular expertise that supposedly results from any of those matters. Additionally, individuals should:
Avoid misrepresentations of the nature or extent of services provided.
Ensure that any fees and services listed are listed in a manner that is not misleading. For example, one level of service (diagnostic) may not be offered at a specified fee, when in fact a lower level of service (screening) is provided for that fee.
Not use laudatory comments or testimonials by implication or by quoting persons served professionally.
Not state or imply claims of unusual professional skills.
Not use comparisons between their abilities and those of other individuals.
Describe services, qualifications, facilities, staff, products dispensed, and so on, in a factual nonevaluative manner.
Use appropriate and accurate terminology, such as speech-language pathologist, audiologist, professional/clinical services, clinical management, and diagnosis and treatment.
Avoid “blind” listings in the classified section of newspapers or other periodicals. “Blind” listings are announcements that omit the name of the individual or agency offering services.
A. In representing their services or professional products to the general public, individuals accept the obligation to present information objectively and accurately and to avoid misleading the public by misrepresentation through implication, deception, exaggeration, half truths, or superficiality.
B. Individuals offering free speech or hearing screening should give those who need further services a choice of referral sources. Individuals should avoid participation in any activities recommending to the general public the use of any single-source product or service.
C. Individuals shall not use their affiliation with the American Speech-Language-Hearing Association to endorse the marketing and promotion of products, whether related or unrelated to the professions.
A. The rules set out in this statement are offered only as general guidelines for application of the Code of Ethics of the Association with regard to public statements and announcements. In addition, individuals may be subject to various state laws such as licensure laws. Individuals may be subject also to the regulations of the Federal Trade Commission governing the use of endorsements and testimonials in advertising. Individuals must be aware, therefore, that there are other restraints in the area of professional advertising, which, indeed, may be greater than those set forth in this statement. If ASHA guidelines should prove less restrictive in any respect, individuals must adhere to any higher standards that might be applicable. This statement does not purport to give legal advice in this regard.
Individuals: All persons who are bound by the Code of Ethics.
Public statement: Any direct or indirect statement, suggestion, or implication, including but not limited to one that is made orally, in writing, pictorially, or by any other audio or visual means, or by any combination thereof.
Announcement of services: Any written or oral statement, illustration, sign, notice, or depiction that is designed to inform the public about professional services or products related to the field.
[1] The professional services accreditation program and the Council on Professional Services Accreditation will be eliminated on December 31, 2001. Programs that choose to maintain accreditation during the phase-out period (January 1, 2002 – December 31, 2004) should indicate they are accredited by ASHA, not by the Council on Professional Services Accreditation.
Index terms: marketing, ethics
Reference this material as: American Speech-Language-Hearing Association. (2002). Public Announcements and Public Statements [Issues in Ethics]. Available from www.asha.org/policy.
© Copyright 2002 American Speech-Language-Hearing Association. All rights reserved.
Disclaimer: The American Speech-Language-Hearing Association disclaims any liability to any party for the accuracy, completeness, or availability of these documents, or for any damages arising out of the use of the documents and any information they contain.