Advertising, Fee Disclosure, and Business Practice Restrictions
Truthful advertising
Advertising rules target deception. Candidates should understand that advertising may be permitted but must not be false, misleading, or deceptive, and must not create unjustified expectations of results. Traps include assuming advertising is prohibited outright (it generally is not) or that a technically true statement cannot be misleading through omission or context.
Fee disclosure and inducements
Fee-related questions test whether advertised prices are complete and honored, and whether inducements such as free examinations are conditioned on purchasing goods. Disclosure of fees upon request is a recurring theme. Watch for questions about splitting fees with non-licensees and paying for referrals, which are typically restricted.
Business practice restrictions
Restrictions often concern the corporate practice of optometry, arrangements with optical dispensers, and prohibitions on fee-splitting or kickbacks. The trap is assuming a business arrangement is acceptable because it is common in other industries.
Worked example / rule of thumb
A practice advertises a "free eye exam" available only with purchase of glasses. The issue is a conditioned inducement and potentially misleading advertising. Rule of thumb: if a reasonable patient could be misled, or if compensation is tied to referrals rather than services, scrutinize it against the rule.