Rhonda LaBelle

March 22, 2015

VETE 4282 Veterinary Law and Ethics

Spring 2015

Week 1: Advertising Assignment

Create an example of veterinary advertising that falls within the guidelines of the AVMA
principles of ethics. Discuss specifically how the advertising meets (or does not violate)
the guidelines.

The advertisement at left complies

with the American Veterinary Medical
Associations (AVMA) ethics in
advertising guidelines. The AVMA
prohibits the use of the AVMA name or
logo in advertising without express
written permission from the AVMA
Executive Board. Other associations
such as the American Association of
Feline Practitioners and the
Association of Avian Veterinarians do
allow the use of their logos by
association members in advertising.
This authorization is granted provided
the logo conveys nothing more than
the veterinarian is a member of that
organization, which is the case with
this veterinary clinic.
Care is taken to avoid false or
misleading statements. This veterinary
practice treats a wide variety of
species often kept as pets. The catch phrase Furry, feathered, scaly or bald we treat
them all, combined with photos of people interacting with a variety of pets, conveys this
message. A bulleted listing of services is utilized to succinctly communicate available

veterinary services. This clinic has extensive experience treating pet birds but does not
employ a veterinarian who is board-certified in avian medicine. A conscious effort is
made to communicate avian experience and expertise without any suggestions of
specialization which could be misinterpreted by the consumer that the veterinarian is a
specialist.
The Visa, Mastercard, Discover, and Care Credit logos are not an
endorsement. These images are utilized to indicate the acceptable forms of payment for
products and services, as are the dollar bill and check representative images. Since
there are no product endorsements or testimonials in the advertisement, there is no
requirement for disclosure of financial, business or other type of relationship between
the veterinary clinic and the manufacturer of a product, or a person endorsing veterinary
services received.