BC chiropractors, RMTs, naturopaths and acupuncturists: the 2026 advertising standard explained

The College of Complementary Health Professionals of BC was formed by amalgamating the colleges for chiropractors, massage therapists, naturopathic physicians and traditional Chinese medicine practitioners and acupuncturists. Its Professional Standard: Advertising and Marketing applies to every licensee, and the College states that from 1 April 2026 the standards, codes and guidance of the legacy colleges are no longer in force.

Search results still lead with retired documents, including an older naturopathic advertising standard. Physiotherapists, psychologists and seven other professions sit under a different BC college with its own standard, covered in a separate guide on this site.

The standard tells licensees to avoid soliciting testimonials. The College's FAQ defines that broadly: asking a patient to leave a review counts, and so does giving patients a link or a prompt. The familiar card at the front desk with a QR code to Google is now on the wrong side of the standard.

The rule looks forward. The FAQ says testimonials and reviews obtained before 1 April 2026 need no removal, provided the licensee can verify when they were published. Keeping a dated record of existing reviews is the simplest protection.

Licensees must avoid unsubstantiated claims that create an unjustified expectation of efficacy, and comparative language that infers superiority over another practitioner. The FAQ gives the best therapist in the city and guaranteed results as examples of claims that fail verification.

Designations such as expert or specialist are out, and the FAQ adds advanced to that list. A preferred area of practice or area of interest is the wording the College accepts. Reserved titles follow the College's bylaws and the provincial regulation.

Incentives or inducements reasonably likely to encourage inappropriate or unnecessary services are prohibited, and the FAQ lists discounts, free items and referral bonuses as examples to weigh against that test.

Two administrative rules matter for anyone who hires marketing help. Licensees must keep copies of all advertising for three years, along with evidence that verifies the claims made. And they must ensure any third party advertising on their behalf complies with the standard.

For the brand, the standard pushes in a useful direction. A clinic that describes its area of interest precisely, names its practitioners and their training, and explains a first visit clearly gives patients what a review request was trying to buy.