HPCSA ad-copy checker

• High riskPatient testimonial or review(""Dr Naidoo cured my back!" - Sipho")

  Using patient praise or reviews to promote a practitioner is canvassing; Booklet 16 gives posting patient reviews as an example.

  Fix: Remove the testimonial. Describe the service factually instead.

  Guidelines for Good Practice: Social Media
• High riskSuperiority claim("best")

  Drawing attention to superior knowledge, quality of service or best practice is canvassing (Rule 1 definition, Rule 3(2)). HPCSA example: "I am the best Physiotherapist in town".

  Fix: Delete the superlative. State what you do, where and for whom.

  Ethical and Professional Rules of the HPCSA
• High riskGuaranteed outcome("pain-free forever", "guaranteed")

  Professional guarantees are part of the canvassing definition, and outcomes in healthcare cannot be promised.

  Fix: Replace with what the service involves, e.g. "an assessment and a treatment plan agreed with you".

  Ethical and Professional Rules of the HPCSA
• High riskCure or miracle claim("cured")

  Cure and miracle claims are untruthful or misleading advertising (Rule 3(1)) and cannot be substantiated as the ARB Code requires.

  Fix: Say "help manage", "assess and treat" or "support recovery from" instead.

  Code of Advertising Practice, Section II
• High riskDiscount, freebie or inducement("FREE assessment", "20% off")

  Offers and material benefits used to entice the public to a practice are touting (Rule 1 definition, Booklet 16 para 10.3).

  Fix: Remove the offer. Fees may be stated factually.

  Guidelines for Good Practice: Social Media
• MediumAmenity used as a draw("free Wi-Fi", "luxury waiting")

  The HPCSA gives free Wi-Fi and air-conditioned waiting rooms as touting examples: benefits outside professional services.

  Fix: Move amenities to a factual "Visiting us" section (parking, access) or drop them from ads.

  Advertising guidelines for practitioners
• High riskReferral reward("Refer a friend", "earn a reward")

  Rule 7(2): a practitioner may not pay commission or any material consideration for recommending patients.

  Fix: Remove the reward. You may thank referrers, without any benefit.

  Ethical and Professional Rules of the HPCSA
• High riskPatient identifier("Our patient Thandi")

  Publishing information about a patient needs written informed consent (Booklet 16 para 6.5) and is special personal information under POPIA.

  Fix: Remove names, ages, ID numbers, case details and tagged patients.

  Guidelines for Good Practice: Social Media
• MediumFear-based message("Don't wait until")

  Rule 3(1): advertising may not cause consumers unwarranted anxiety that they may be suffering from a health condition.

  Fix: Inform calmly: who should consider a check and what it involves.

  Ethical and Professional Rules of the HPCSA

A screening aid built on published council rules, not legal advice. It can miss context and over-flag; the registered practitioner remains responsible for their advertising.