Download presentation
Presentation is loading. Please wait.
Published byOswald Stevenson Modified over 8 years ago
1
0 Case Study 2 Advertising
2
WWW.AAO.ORGAMERICAN ACADEMY OF OPHTHALMOLOGY Disclosure The speaker has no financial interest in the subject matter of this presentation and is not representing the Ethics Committee of the American Academy of Ophthalmology with this presentation. For questions about the material contained herein or about the Academy’s ethics program in general, please contact the ethics program manager, Mara Pearse Burke at ethics@aao.org.ethics@aao.org
3
WWW.AAO.ORGAMERICAN ACADEMY OF OPHTHALMOLOGY 3 A Webpage Faculty Listing: (All names fictitious) Max Fromage, MD, MPH Professor and Head Glaucoma Stepan Fetchit, MD Assistant Clinical Instructor Comprehensive Ophthalmology Jackson Kross, OD Refractive Surgery Cataract and Postoperative Care Contact Lenses
4
WWW.AAO.ORGAMERICAN ACADEMY OF OPHTHALMOLOGY 4 Code of Ethics Rule 13 Communications to the public No false, deceptive or misleading information No deceptive omissions No appeals to patients’ anxiety Must not create unjustified expectations of results Must disclose risks Must not misrepresent credentials No unsubstantiated claims of superiority
5
WWW.AAO.ORGAMERICAN ACADEMY OF OPHTHALMOLOGY 5 Dr. Fromage Receives a Letter from the Ethics Committee The Committee questions the implication that the OD performs refractive surgery. The Committee questions the implication an OD renders surgical care for cataract patients. Appears to be false, deceptive and misleading Potentially in violation of Rule 13 The Committee requests an explanation How this wording came to be used, or How the credentials, as claimed, can be substantiated
6
WWW.AAO.ORGAMERICAN ACADEMY OF OPHTHALMOLOGY 6 The Committee Receives a Letter in Reply: Dr. Max Fromage, Chair of Department, accepts responsibility for “this error” Admits the description of the OD’s services is inaccurate Regret for public’s potential misunderstanding of OD’s role “I immediately changed the website content.” Offers to forward any related correspondence.
7
WWW.AAO.ORGAMERICAN ACADEMY OF OPHTHALMOLOGY 7 The Listing is Changed It Now Reads: Jackson Kross, OD Optometrist General Eye Exams Contact Lens Care, including Keratoconus Aphakia, and Post-Corneal Transplants Ethics Committees end a thank-you letter and closes the case.
8
WWW.AAO.ORGAMERICAN ACADEMY OF OPHTHALMOLOGY 8 Three Months Later… The Committee revisits the website in a routine review The original copy has reappeared! Now what?
9
WWW.AAO.ORGAMERICAN ACADEMY OF OPHTHALMOLOGY 9 The Committee Writes to Dr. Fromage Again… Notes that a routine review reveals that false and misleading information has reappeared for public view. This contradicts his earlier assertion that revised copy will be used.
10
WWW.AAO.ORGAMERICAN ACADEMY OF OPHTHALMOLOGY 10 The Website Changes Back Again The corrected language reappears on the website. A letter of reply from Dr. Fromage describes a “computer error” responsible for the reappearance of the original ad copy.
11
WWW.AAO.ORGAMERICAN ACADEMY OF OPHTHALMOLOGY 11 Looking Ahead… The Committee will likely continue periodic reviews of this site. Review other communications to the public from the same source. For an indefinite period of time.
12
WWW.AAO.ORGAMERICAN ACADEMY OF OPHTHALMOLOGY
13
WWW.AAO.ORGAMERICAN ACADEMY OF OPHTHALMOLOGY What Do You Think? Was Dr. Fromage in potential violation of Rule 13 even though he may not have been aware of what was happening with his practice website? What can you do to make sure that your advertising is ethical?
Similar presentations
© 2025 SlidePlayer.com. Inc.
All rights reserved.