Let’s look at an example ad for the first time. The ad states that back pain can be eliminated with spinal decompression. It doesn’t say that it could be, or that it is a possibility. This says that it CAN. We could split hairs here now and discuss the significance of “can” Some would argue that the use of “can” simply means that there is the potential for decompression to eliminate back pain. You can learn more at Synergy Institute Acupuncture & Chiropractic – Naperville physical therapy.
I would agree that this is a possibility, but I don’t want the meaning of my advertising content to be interpreted by my state board, or a court. I believe that a much better choice would be to state that “spinal decompression may be able to help relieve your pain and symptoms . . . without drugs or surgery” This may not be as eye catching as the original headline, but it conveys and does so ethically with the same message. There’s no promise there. No statement is left for loose interpretation to be given. Written this way, the ad simply states that an alternative may be spinal decompression. The ad also indicates to a reasonable individual that spinal decompression is NOT always an option without directly stating so, and it is NOT always effective.
“The word “eliminate” is another concern with that first instance ad. Is it really ethical to talk about pain or symptoms of ELIMINATION? A statement like that can contribute to false expectations on the part of new patients with decompression. Patients will come to expect their pain and symptoms to be eliminated, when we have no idea whether treatment will be effective when the honest to goodness truth is. Wouldn’t it be a much better choice for the word “reducing” or “relieving” than “eliminating”? As you can see, when you advertise, you should carefully choose your wording.