4 CCR 728-1.8 - ADVERTISING

This Rule is promulgated pursuant to sections 12-20-204, 12-275-120(1)(w)(I), and 12-275-108(1)(b), C.R.S.

An optometrist shall not use, participate in, or permit the use of any form of public communications having reference, directly or indirectly, to his or her professional services which contains a false, fraudulent, misleading, deceptive, or unfair statement or claim. A false, fraudulent, misleading, deceptive, or unfair statement or claim includes, but is not limited to:

A. Contains a misrepresentation of fact; or

B. Is likely to mislead or deceive because it fails to make full disclosure of relevant facts; or

C. Represents that professional services can or will be completely performed for a stated fee when this is not the case, or makes representations with respect to fees for professional services that do not disclose all variables affecting the fees that will, in fact, be charged; or

D. Contains other representations or implications that in reasonable probability will cause an ordinary prudent person to misunderstand or be deceived.

Notes

4 CCR 728-1.8

37 CR 12, June 25, 2014, effective 7/15/2014 43 CR 12, June 25, 2020, effective 7/15/2020 43 CR 23, December 10, 2020, effective 12/30/2020 44 CR 12, June 25, 2021, effective 7/15/2021 44 CR 24, December 25, 2021, effective 1/14/2022 45 CR 21, November 10, 2022, effective 10/5/2022 45 CR 22, November 25, 2022, effective 10/26/2022 45 CR 23, December 10, 2022, effective 11/11/2022 45 CR 24, December 25, 2022, effective 1/14/2023