Patients, clients and users are entitles to receive good and safe standards of practice and care. We want to protect the public from unprofessional and unethical behaviour, and we aim to make sure that health professionals know all about the standards we expect them to meet. These standards are needed to protect the public and, as a health professional, you have special responsibilities that go beyond those expected of other people.
You must make sure that you behave with integrity and honesty and keep to high standards of personal and professional conduct at all times.
Any advertising you do in relation to your professional activities must be accurate. Any advertisements must not be misleading, false, unfair or exaggerated. In particular, you should not claim your personal skills, equipment or facilities are better than anyone else’s unless you can prove this is true.
If you are involved in advertising or promoting any product or service, you must make sure that you use your scientific knowledge, clinical skills and experience in an accurate and professionally responsible way. You must not make or support unjustifiable statements relating to particular products. Any potential financial rewards to you should play no part at all in your advice or recommendations of products and services that you give to patients, clients or users.
You must not get involves in any behaviour or activity which is likely to damage your profession’s reputation or undermine public confidence in your profession.