OCT 10, 2014
Advertising by ophthalmologists to patients, the public, the media, or other colleagues must be accurate. It is unethical to intentionally deceive. It is also unethical to decrease patients’ autonomy by withholding information, by shading it so that it is inaccurate in any way, or by presenting material in a way that prevents patients from making a truly informed choice.
Inadvertent or otherwise excusable errors by ophthalmologists in their public statements are not ordinarily actionable under the Code of Ethics. However, the fundamental requirement of accuracy is one that transcends the other more particular provisions of Rule 13. Inaccurate, false, or misleading advertising statements are unethical and will compromise the integrity of the physician and the profession.
The materials and information below are presented for user education and for the development of educational activities.