2C. Promoting the practice

Practice information

Practice titles

Publicity

Specialist claims

Public life and interaction with the media

Practice information

1.  Veterinary practices should provide clients, particularly those new to the practice, with comprehensive written information on the nature and scope of the practice's services, including:

a.  the provision, initial cost and location of the out-of-hours emergency service

b.  information on the care of in-patients

c.  the practice's complaints handling policy

     and could also provide full terms and conditions of business, to include for example:

d.  surgery opening times

e.  whether open or by appointment

f.  fee or charging structures

g.  procedures for second opinions and referrals

h.  use of client data

i.  access to and ownership of records

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Practice titles

2.  The major consideration in choosing a practice title is that it should not mislead the public as to the nature or extent of the services offered.

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Publicity

3.  All publicity must be legal, decent, honest and truthful in compliance with the general law and the British Codes of Advertising Practice and Sales Promotion.

4.  Publicity must not be of a character likely to bring the profession into disrepute, e.g. unsolicited approach by telephone or visit; nor must it compromise the clinical care of animals.

5.  Medicines may be advertised and medicine prices may be published, in accordance with the legal restrictions in the current Veterinary Medicines Regulations. Any publicity for authorised veterinary medicinal products of category Prescription Only Medicine, Veterinarian (POM-V), must indicate that a veterinary surgeon may only prescribe such medicines lawfully following a clinical assessment of an animal under his or her care (see Part 2H, paragraph 5, The use of veterinary medicinal products). In addition, a veterinary surgeon should only prescribe medicines appropriate to, and only in sufficient quantity for, the patient's needs. The selection of an appropriate veterinary medicine is a matter of clinical judgement for the prescribing veterinary surgeon.

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Specialist claims

6.  Only veterinary surgeons currently listed as RCVS Recognised Specialists may call themselves such. Veterinary surgeons may call themselves 'specialists' provided they can substantiate such a claim. Similarly, although veterinary surgeons may indicate that their practice is wholly or mainly restricted to a particular species, they must ensure that specialist status is not implied where this is not the case.

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Public life and interaction with the media

7.  Veterinary surgeons can make a worthwhile contribution to the promotion of animal welfare and responsible pet ownership by taking part in public life, whether in national or local politics, community service, or involvement with the media (including press, television, radio or the internet).

8.  In commenting to the media veterinary surgeons must ensure that any statement is factually correct, distinguishing clearly between personal opinion or political belief and established facts. They should be careful not to express or imply that any view is shared by the profession at large unless previously authorised by the RCVS, BVA or other professional body.

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