Blog: The TikTok effect, and recent press coverage

You may have seen an article on chiropractic in one of the Sunday papers last weekend.

We were advised that it would be publishing an article on chiropractic and asked for comment. As always, we take the opportunity to emphasise our role, its statutory basis, the setting of standards promoting high quality and safe care and our duties in protecting patients. 

Others can judge the extent to which the article contributes to wider understanding. 

The Royal College of Chiropractors highlighted the training and regulation required to practise as a chiropractor in the UK; and there were quotes from readers sharing examples of how they had benefitted from chiropractic care. 

The article finished with a quote from an orthopaedic surgeon that implored readers to make sure anyone that they see for chiropractic treatment is registered with the General Chiropractic Council.

I am not naïve enough to think that the profession will consider the article balanced, but I do believe that highlighting the regulation of chiropractors in the UK is a positive step towards the safety of patients and may deter them seeking services from non-regulated individuals. 

The TikTok effect

The article also crystalised another question for me. We have concerns about the impact of chiropractic adjustment as online entertainment on platforms such as YouTube and TikTok – as well as some American TV series.

The GCC is comfortable with the use of social media as a tool to promote a business, raise awareness and educate patients.

However, we are all aware of sensational content focusing on the moment of adjustment (often without context or diagnosis) that put entertainment value above the patient's needs and safety.

The GCC would take action if we became aware of a chiropractor in the UK producing this type of extreme content, but I am now questioning the impact such content has on the expectations of patients.

As a chiropractor, the personalised care plan and treatment you agree with a patient will be based on their case history and goals for care, alongside your diagnosis and an appropriate physical examination.

When a new patient demands “that technique I have seen on the internet” the risk is they may be expecting you to act unprofessionally - skipping clinical assessment and diagnosis, and acting outside of the limits of your own knowledge, skills and competence. And by insisting on finding someone who is willing to do this (and therefore probably unregulated), they are putting their own safety at risk.

I am keen to understand how often this happens.

• Have you experienced patients requesting specific techniques after seeing them online? If so, how often.  
• How do you and your colleagues manage their expectations?
• Do you think the GCC could have a role in helping to set the expectations of patients regarding their chiropractic care? What could that look like?

If you have thoughts on this, I would be pleased to receive them. If you have a view, please drop me an email.

Nick Jones,
GCC CEO and Registrar