{"id":12744,"date":"2026-02-12T18:14:04","date_gmt":"2026-02-12T18:14:04","guid":{"rendered":"https:\/\/ordemdosfisioterapeutas.pt\/?p=12744"},"modified":"2026-03-07T17:26:07","modified_gmt":"2026-03-07T17:26:07","slug":"boas-praticas-de-publicidade-em-saude-manual-da-ers-como-referencia-para-os-profissionais","status":"publish","type":"post","link":"https:\/\/ordemdosfisioterapeutas.pt\/en\/noticias\/boas-praticas-de-publicidade-em-saude-manual-da-ers-como-referencia-para-os-profissionais\/","title":{"rendered":"ERS manual reinforces good practices in health advertising"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"12744\" class=\"elementor elementor-12744\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-92d8d21 e-flex e-con-boxed e-con e-parent\" data-id=\"92d8d21\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-841e26b elementor-widget elementor-widget-text-editor\" data-id=\"841e26b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>A <strong>Health Regulatory Authority (ERS)<\/strong> has made <strong>Manual of Good Practices in Health Advertising<\/strong>, This is a guiding document that establishes essential principles for ethical, truthful, transparent and user-centred communication.<\/p><p>Access here <a href=\"https:\/\/www.ers.pt\/media\/e50by3ag\/manual-boas-praticas-publicidade-saude.pdf\" target=\"_blank\" rel=\"noopener\"><span style=\"text-decoration: underline;\">Manual of Good Practices in Health Advertising<\/span><\/a><\/p><p>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.<\/p><p>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).<\/p><p>Among the aspects covered in the manual are:<\/p><ul><li>Mandatory identification of the healthcare professional and the organisation providing the service;<\/li><li>The need for advertising to be reliable, scientifically rigorous and distinguishable from editorial information;<\/li><li>The regulation of user testimonials, the use of \u201cbefore and after\u201d images, which must be clear and not generate false expectations.<\/li><\/ul><p><strong>In this context<\/strong>, 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.<\/p><p>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:<br \/><span style=\"text-decoration: underline;\"><a href=\"https:\/\/www.ers.pt\/pt\/prestadores\/perguntas-frequentes\/faqs\/perguntas-frequentes-sobre-publicidade-em-saude\/\" target=\"_blank\" rel=\"noopener\"><strong>https:\/\/www.ers.pt\/pt\/prestadores\/perguntas-frequentes\/faqs\/perguntas-frequentes-sobre-publicidade-em-saude\/<\/strong><\/a><\/span><\/p><p>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.<\/p><p>The Order of Physiotherapists is also a member of the Strategic Council of the Health Advertising Observatory, an initiative promoted by the ERS that brings together regulatory, academic and professional bodies with the aim of monitoring the evolution of health advertising, promoting good practices and strengthening literacy in this area. The ERS has a tab on its website dedicated to the Health Advertising Observatory, where you can see the organisations that are part of this Strategic Council and other information related to this initiative.<\/p><p>\u00a0See also <span style=\"text-decoration: underline;\"><a href=\"https:\/\/youtu.be\/tC_RLywxU14?si=N8LxEI8bn_D0c69X\" target=\"_blank\" rel=\"noopener\">informative video<\/a><\/span> of the ERS on Health Advertising.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"<p>The Health Regulatory Authority (ERS) has released the Manual of Good Practices in Health Advertising, a guiding document that establishes essential principles for ethical, truthful, transparent and user-centred communication.<\/p>","protected":false},"author":1,"featured_media":12745,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[13],"tags":[],"class_list":["post-12744","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-noticias"],"_links":{"self":[{"href":"https:\/\/ordemdosfisioterapeutas.pt\/en\/wp-json\/wp\/v2\/posts\/12744","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/ordemdosfisioterapeutas.pt\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/ordemdosfisioterapeutas.pt\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/ordemdosfisioterapeutas.pt\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/ordemdosfisioterapeutas.pt\/en\/wp-json\/wp\/v2\/comments?post=12744"}],"version-history":[{"count":10,"href":"https:\/\/ordemdosfisioterapeutas.pt\/en\/wp-json\/wp\/v2\/posts\/12744\/revisions"}],"predecessor-version":[{"id":13030,"href":"https:\/\/ordemdosfisioterapeutas.pt\/en\/wp-json\/wp\/v2\/posts\/12744\/revisions\/13030"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/ordemdosfisioterapeutas.pt\/en\/wp-json\/wp\/v2\/media\/12745"}],"wp:attachment":[{"href":"https:\/\/ordemdosfisioterapeutas.pt\/en\/wp-json\/wp\/v2\/media?parent=12744"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/ordemdosfisioterapeutas.pt\/en\/wp-json\/wp\/v2\/categories?post=12744"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/ordemdosfisioterapeutas.pt\/en\/wp-json\/wp\/v2\/tags?post=12744"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}