The Investigating Committee recently considered the case of a chiropractor who had appeared on a video on the YouTube channel of a self-described “holistic health coach”.
03.07.24 Fitness to Practice
By law all complaints received by the GCC must be considered by an Investigating Committee (consisting of both lay and registered members). Their role is not to decide on the details of the case, but decide whether there is a case to answer:
Would the conduct (if proven) be unacceptable professional conduct?
Where they find a case to answer, it is put forward to a full hearing of the Professional Conduct Committee (around 12 cases a year).
Read more about the investigation process
A video of a chiropractor had appeared on the YouTube channel and website of a self-described “holistic health coach” who works predominantly with infants. The complainant felt that the coach used the video to imply that their whole approach was endorsed by the chiropractor (who was subject of this complaint). This was of particular concern to the complainant as they felt the coach was promoting potentially dangerous sleeping practices and treatments for colic in babies. The chiropractor’s business account also followed the coach on Instagram.
When informed of the complaint, the chiropractor explained that the video was created to endorse a specific initiative that the coach had asked a number of UK health practitioners for help with. The chiropractor stated that he had read the coach’s book and was interested in some of their techniques, but was not aware that the video was going to be shared more widely through the YouTube channel and did not endorse all the coach’s work.
The chiropractor stated that he acted quickly to request that the video be removed from the coach’s social media accounts and then spent a considerable amount of time reviewing and removing many more of their own social media posts “out of an abundance of caution”. The chiropractor stated that they no longer follow the coach on social media.
The Code states that a chiropractor:
The GCC Social Media Guidance (Oct 2021) also states:
10: It is important to consider with whom and what you associate with on social media. For example, merely acknowledging someone else’s post can imply that you endorse or support their point of view, despite any disclaimer you may use, particularly given the rise in functionally that enables you to ‘react’ to a post. ‘Associate’ could include the people or groups you follow, the posts you react to or share, the hashtags you use in a post, or the ‘handle’ (name) you choose to go by. You can still be held responsible for content you have associated with, even if you did not create it.
The IC found that, taken at the highest level, there was a risk if a chiropractor could be seen as endorsing methods and advice which may not have been appropriate or safe. The chiropractor also acknowledged that providing an endorsement was inadvisable.
However, the chiropractor had demonstrated contrition and insight into the potential issues associated with online material and provided reassurances in relation to his intention to monitor material carefully in the future prior to posting it. The chiropractor had taken full responsibility for his actions and shown himself to be taking the issue seriously and addressing his online presence to ensure that it was fully compliant with required standards.
Although not binding on the committee, the complainant also commented that they were satisfied that the chiropractor had been reminded of the importance of protecting his reputation and that of the profession.
The IC concluded that there was no case to answer in respect of the complaint.
When considering providing an endorsement or working with online influencers you should be clear about how any materials produced will be used, how the relationship could reflect on the reputation of you and the profession, and you should carry out due diligence to consider the appropriateness of the partnership.
The GCC Social Media Guidance (Oct 2021) [Link] and toolkit contains basic advice on what to consider. In particular you should note that any endorsement of others (even on their own channels) may be regarded as an expression of your views within your own marketing or advertising activities.
As a registered healthcare professional there are specific rules from the ASA concerning what you can and cannot endorse (including online).
You may also find the ASA advice on testimonials and endorsements and the “Influencers' guide to making clear that ads are ads” from the ASA and CMA useful – particularly in instances where you are not being paid for an endorsement but may benefit in other ways.