CSHA ADVERTISING STANDARDS AND CONDITIONS
ADOPTED BY CSHA BOARD OF DIRECTORS JUNE 2002
CSHA endorses equal employment opportunity practices and accepts only ads that
are not discriminatory on the basis of race, color, sex, religion, age,
national origin, sexual orientation, or physical handicap.
The acceptability of an ad for publication will be based upon legal, social,
professional, and ethical considerations and must be in keeping with the
professional policies of the California Speech-Language-Hearing Association.
CSHA reserves the right to refuse, reject, or cancel any ad for any reason at
any time without liability, even though previously acknowledged or accepted.
Acceptance of an ad does not imply CSHA’s endorsement of the product or
service advertised. CSHA is not responsible for any claims made in an ad.
CSHA’s editoral committee reviews all ads for efficacy claims and language
use. Advertisers making efficacy claims will be asked to provide research data
to substantiate the claim.
Speech-language pathologists may not be referred to as therapists, speech
therapists, or speech pathologists.
All camera-ready copy, artwork, photographs, and negatives received will be
stored for 1 year and then destroyed, unless otherwise specified by the
advertiser. CSHA assumes no responsibility for lost or damaged art.
Advertisers and advertising agencies assume responsibility for all contents of
advertisements printed and each represents that it is fully authorized and/or
licensed to publish the entire contents and subject matter contained in its
the names, portraits, and/or pictures of living persons;
any copyrighted material;
any testimonials contained in any advertisement submitted to and published by
CSHA. Advertiser and agency will also indemnify and save harmless CSHA,
publisher, against all loss, liability, damage, and expense of any nature
arising out of the copying, printing, or publishing of its advertisement,
including without limitation reasonable attorney’s fees resulting from claims
or suits for libel, violation of rights or privacy, plagiarism, copyright, and
Position specifications stipulated on insertion orders will be treated as a
request only and will not be binding on the publication.
The word “Advertisement” will be placed with copy that in the publisher’s
opinion resembles editorial matter.
Rates, conditions, editorial calendar, and space units may change without
Advertisements must adhere to the ethical principles and guidelines detailed
in the American Speech-Language-Hearing Association’s Code of Ethics and
Issues in Ethics Statement Public Announcements and Public Statements.
the American Speech Language Hearing Association (ASHA) Advertising Standards
and Conditions, the ASHA Code of Ethics (2001, December 26 – ASHA Leader,
vol. 6, 23, p.2) and the Issues in Ethics Statement “Public Announcements and
Public Statements” (ASHA Supplement 22, April 16, 2002)
the ASHA Code of Ethics:
Principle of Ethics III
Individuals shall honor their
responsibility to the public by promoting public understanding of the
professions, by supporting the development of services designed to fulfill the
unmet neds of the public, and by providing accurate information in all
communications involving any aspect of the professions.
Rules of Ethics
Individuals shall not misrepresent
diagnostic information, services rendered, or
products dispensed or engage in any scheme
or artifice to defraud in connection with obtaining payment or reimbursement
for such services or products.
Individuals’ statements to the public shall
provide accurate information about the nature and management of
communication disorders, about the professions, and about professional
Individuals’ statements to the
public--advertising, announcing, and marketing their professional services,
reporting research results, and promoting products—shall adhere to
prevailing professional standards and shall not contain misrepresentations.
Taken from Issues in Ethics Statements,
Public Announcements and Public Statements
Ethics • Public Announcements and Public Statements 2001
Issues in Ethics Statements: Definition From time to time, the Board of Ethics
determines that members and certificate holders can benefit from additional
analysis and instruction concerning a specific issue of ethical conduct.
Issues in Ethics statements are intended to heighten sensitivity and increase
awareness. They are illustrative of the Code of Ethics and intended to promote
thoughtful consideration of ethical issues. They may assist members and
certificate holders in engaging in self-guided ethical decision-making. These
statements do not absolutely prohibit or require specified activity. The facts
and circumstances surrounding a matter of concern will determine whether the
activity is ethical. This statement replaces an earlier statement of the same
title to reflect changes in the name of the board from “Ethical Practice
Board” to “Board of Ethics.”
Public statements or announcements of services attributable to individuals
should serve to provide accurate and adequate information to aid the consumer
public in making informed choices in matters concerning the professions and
the services rendered by their practitioners. This principle must be observed
as an affirmative ethical obligation of all individuals, whether they act
independently or represent an institution, agency, or organization.
Announcement of services
Generally individuals may use as a guide the type of announcement customarily
used by other professionals in their local communities. Individuals are
encouraged, however, to include a simple listing of such of the following
items as they consider appropriate:
Identification, using appropriate titles. “Speech-language pathologist” and
“audiologist” are the official titles of professionals in the field of
Fees, listing fixed prices or a stated range of prices for specified
professional services. When additional charges may be incurred for an integral
part of the overall service, it shall be so stated.
Qualifications, including certification, licensure, education, experience, and
Services, including specialties or restrictions.
Location, hours, and telephone number.
Staff, or associates’ names and qualifications.
In making information available to the consumer public, individuals are
responsible for fairly and accurately representing their services and the
professions so that the public is not misled about areas of competence. It is
thus appropriate to list such items as certification, licensure, honorary
awards, and accreditation of a service facility or training program by the
Council on Professional Services Accreditation 1 or Council on Academic
Accreditation in Audiology and Speech-Language Pathology, but not to describe
any particular expertise that supposedly results from any of those matters.
Additionally, individuals should:
Avoid misrepresentations of the nature or extent of services provided.
Ensure that any fees and services listed are listed in a manner that is not
misleading. For example, one level of service (diagnostic) may not be offered
at a specified fee, when in fact a lower level of service (screening) is
provided for that fee.
Not use laudatory comments or testimonials by implication or by quoting
persons served professionally.
Not state or imply claims of unusual professional skills.
Not use comparisons between their abilities and those of other individuals.
Describe services, qualifications, facilities, staff, products dispensed, and
so on, in a factual nonevaluative manner.
Use appropriate and accurate terminology, such as speech-language pathologist,
audiologist, professional/clinical services, clinical management, and
diagnosis and treatment.
Avoid “blind” listings in the classified section of newspapers or other
periodicals. “Blind” listings are announcements that omit the name of the
individual or agency offering services.
In representing their services or professional products to the general public,
the obligation to present information objectively and accurately and to avoid
misleading the public by misrepresentation through implication, deception,
exaggeration, half truths, or superficiality.
Individuals offering free speech or hearing screening should give those who
need further services a choice of referral sources. Individuals should avoid
participation in any activities recommending to the general public the use of
any single-source product or service.
C. Individuals shall not use their affiliation with the American
Speech-Language-Hearing Association to endorse the marketing and promotion of
products, whether related or unrelated to the professions.
Other constraints on advertising
The rules set out in this statement are offered only as general guidelines for
application of the Code of Ethics of the Association with regard to public
statements and announcements. In addition, individuals may be subject to
various state laws such as licensure laws. Individuals may be subject also to
the regulations of the Federal Trade Commission governing the use of
endorsements and testimonials in advertising. Individuals must be aware,
therefore, that there are other restraints in the area of professional
advertising, which, indeed, may be greater than those set forth in this
statement. If ASHA guidelines should prove less restrictive in any respect,
individuals must adhere to any higher standards that might be applicable. This
statement does not purport to give legal advice in this regard.
Individuals: All persons who are bound by the Code of Ethics.
Public statement: Any direct or indirect statement, suggestion, or
implication, including but not limited to one that is made orally, in writing,
pictorially, or by any other audio or visual means, or by any combination
Announcement of services: Any written or oral statement, illustration, sign,
notice, or depiction that is designed to inform the public about professional
services or products related to the field.
1981; revised 2001.
Association. (2002). Public announcements and public statements. ASHA
Approved/Adopted CSHA Board of Directors June 2002