Vets’ advertising rules may be liberalised

Press, 26 July 1984, Page 2

Vets’ advertising rules may be liberalised

The Veterinarians’ Association’s code of ethics concerning advertising may soon be changed. Mr Bob Gumbrell, the association’s national president, said that the ethical aspect on advertising was under review. It is now against the association's code of ethics to advertise services and fees. “Advertising in the past has certainly been actively discouraged but in the future a more liberal policy in respect of informational advertising, as opposed to promotional advertising, may be adopted by the

profession. “This would be similar to the new policy adopted by the legal profession. Promotional advertising is unlikely to be accepted by the profession,” he said. Mr Gumbrell said that the association did not attempt to control fees charged by veterinarians. A Christchurch veterinarian, Mr Paul Scott, said on Tuesday that he wanted to lower his fees and advertise this fact so that he could retain his level of clients in the face of increased competition from a newly established neighbouring practice.

Mr Scott was concerned that it was against the association’s code of ethics to lower fees to gain an unfair advantage over another practice. Mr Gumbrell said that the ethical requirement of the profession as expressed in the “Guide to Professional Conduct” did not attempt to control fees. “Veterinarians may use their discretion in determining a fee. The association no longer establishes fee scales nor does it have any control over fees charged by its members,” Mr Gumbrell said.