Bylaws and legislation can be onerous to navigate, so the CVBC team thought it might be helpful to provide some information on Advertising Do’s and Don’ts.  It is important to ensure that accurate and helpful information is accessible to your clients, but at the same time, we must maintain public trust and professional ethics by advertising and marketing in compliance with Division 4.4 of the CVBC Bylaws:

Don’t:

• State or imply that your knowledge and ability is superior to other registrants or another practice. This includes on your website, clinic printed materials, or social media. For example:
  • “Dr. X is the best most caring vet in the lower mainland”
  • “Practice Z is the best veterinary practice in BC”
• Call yourself a specialist unless you hold diplomate status that has been registered with the CVBC
  • Eg. You cannot refer to your website, social media or printed materials as a veterinary surgeon or dental specialist simply because you have taken additional continuing education to advance your skills and have a special interest in a specific practice area.
• Use comparative statements regarding any aspect of practice including fees, services, facilities, or qualifications – i.e. “Practice A is the cheapest, fastest, most specialized clinic in BC”
• Be self-laudatory in any other way
• Advertise as an emergency facility if not accredited for that scope of practice
• Give testimonial or endorsement for a commercial product including food and medications for marketing purposes or financial gain
• Display your name on a business or advertisement for anything other than your practice facility
• Make untrue, misleading or improper statements or declarations
• Guarantee a cure or effectiveness of a treatment
• Speak on behalf of the CVBC
• Post client testimonials on your practice facility website or social media (note: this is different from allowing the public to post positive and negative reviews on your social media pages)
• Mislead the public

Do:

• Advertise your practice and your registered veterinarians on your affiliated practice facility advertising signage, websites, social media if desired.
• Share accurate and appropriate general information about your veterinary team on your printed materials, website and social media including education and training, areas of interest, and experience. 
  • Eg. Dr. Y graduated from the Western College of Veterinary Medicine, and following graduation travelled the world working with Vets without Borders and returned to Canada to practice in feline practice in 1995.  Dr. Y enjoys working with animal rescues and shelters to ensure the best care possible.

• Post or print objective scientifically validated information for client reference such as advice and guidance for the purposes of preventative health recommendations or treatment
• Explain options for emergency care even if not accredited for emergency scope of practice
• Advertise your specialty if you are a board-certified Diplomate and have registered your credentials with the CVBC.
• Frame your communications with the public in a manner that maintains public trust and the dignity of the veterinary profession
• Feel free to advertise fees and services if done in a manner that makes clear the nature and extent of the services provided. The cost to the client for the services, including any other fees for goods or services provided with the services in question if not included in the offer, must be made clear
  • eg.  Free microchip administered with vaccine appointment before January 31, 2023.  Vaccine appointment include:
    • Physical Exam – $80
    • Vaccinations – $100
    • Deworming – $25
    • Note: New registration of microchip with BC Pet Registry is the responsibility of the client
• Ensure any advertising and marketing is accurate and verifiable, true and objective

When advertising, it is important to remember that we are a profession that maintains a solid trust with the public, and we must ensure we use fact-based wording to avoid misleading them.  This will also ensure we are treating our fellow registrants in a collegial manner by avoiding language that implies superiority. If you are not sure if your advertising is appropriate, you see the CVBC Advertising Standard and Guidelines are able to contact the office at reception@cvbc.ca for guidance.