A Health Regulatory Authority (ERS) has made Manual of Good Practices in Health Advertising, This is a guiding document that establishes essential principles for ethical, truthful, transparent and user-centred communication.
Access here Manual of Good Practices in Health Advertising
The Manual applies to all healthcare providers and clarifies the legal framework for health advertising, with a special focus on the veracity of information, clear identification of the professional and the establishment, and the prohibition of practices that mislead users, such as guarantees of results, improper use of titles or advertising of services not provided.
In the case of physiotherapy, advertising must comply, in addition to the applicable legal framework, with the principles of the Code of Ethics of the Order of Physiotherapists, including the duty of honesty, professional competence and the primacy of the user's interests over commercial interests (Article 19, Chapter XVI).
Among the aspects covered in the manual are:
- Mandatory identification of the healthcare professional and the organisation providing the service;
- The need for advertising to be reliable, scientifically rigorous and distinguishable from editorial information;
- The regulation of user testimonials, the use of “before and after” images, which must be clear and not generate false expectations.
In this context, The ERS Manual emphasises that, since the constitutionally protected right to the image of users is at stake, as well as the processing of their personal data, the dissemination of photographs or testimonies depends on the prior, free and explicit consent of users for this purpose, particularly when it comes to publicising their experience or the results of treatments.
The ERS also provides a set of Frequently Asked Questions on Health Advertising, which help to clarify the practical application of these rules and support professionals in complying with the applicable legislation:
https://www.ers.pt/pt/prestadores/perguntas-frequentes/faqs/perguntas-frequentes-sobre-publicidade-em-saude/
The Order of Physiotherapists considers this manual to be a reference tool that supports physiotherapists in adopting rigorous communication practices, contributing to the enhancement of the profession and strengthening citizens' trust in healthcare.
See also informative video of the ERS on Health Advertising.