Marketing a dietitian practice in Ontario: reviews, promotions and the 2024 standards

The College of Dietitians of Ontario approved its Advertising and Marketing Standards and Guidelines in September 2024. Standard 5 is the one that changes most dietitians' websites: dietitians must avoid soliciting clients, former clients or caregivers for testimonials or reviews, and must avoid posting or linking to testimonials or reviews.

The College spells out where this applies. Advertising within the dietitian's control should neither include, link to nor solicit reviews, including Google reviews, insurance and industry rating sites, and health professional rating sites. Clients and others should receive no incentive to provide testimonials. Where testimonials appear in advertising someone else controls, dietitians take reasonable steps to have them removed, including contacting an employer or a marketing agency to explain their professional obligations.

The College also distinguishes a review written independently by a third party, such as a Google review, from a testimonial the practice uses. Reviews posted independently exist outside the dietitian's control; the obligation is to keep them out of the practice's own advertising and to avoid asking for them.

The standards treat the word specialist, or a modified RD title, as an inappropriate title for a dietitian's practice. Advertising should avoid claiming or implying expertise in a misleading way, and should avoid suggesting guaranteed outcomes for dietetic services, products or fees.

Promotions are more open than in many health professions. Gifts, giveaways, incentives, discounts, prizes, promotions, loyalty or bonus points and contests are allowed when the terms and conditions are disclosed as the law requires. Endorsements, brand partnerships, sponsorships, ambassadorships, affiliate links and refer a friend marketing all need disclosure, with a statement of the relationship where it improves transparency.

On images, the College's guidelines encourage careful use of before and after photos or videos: accurate, portraying typical outcomes, telling clients that outcomes may vary, and presented without manipulation such as filters or artificial intelligence.

Most dietitians compete in a crowded field of nutrition advice from people without the RD title. The title itself, explained clearly, is the strongest permitted signal: regulated, accountable, trained. A brand that explains what that means for the client says more than a review ever did.

Focus carries the positioning. A practice built around diabetes management, sports nutrition or eating disorder recovery can name that focus, describe the first appointment and publish fees and insurance coverage, all inside the standards.

Promotions can support that focus. A free group workshop on reading labels for type 2 diabetes, run with clear terms, is a permitted offer that also positions the practice.