Vet Register

The Newsletter of the Veterinary Surgeons Board of Queensland

From the November 2000 edition...

Advertising of out-of-hours emergency services

A recent  complaint highlighted how directory advertising can be misconstrued.

In an emergency situation at 2am on a Sunday, a distraught dog owner skimmed through the Yellow Pages to find any number of vets in the area advertising a 24 hour emergency service and a house call service.

The owner proceeded to contact one such practice to seek attention for the seriously injured dog explaining that he was not prepared to move or transport the dog, the vet must come to the home.  The service was refused.

The caller had mistakenly interpreted the advertisements to mean that a 24 hour emergency house call service was available.

Ethical considerations aside, the practice was not guilty of false advertising for refusing service as out-of-hours house calls were not advertised.  The dangers associated with out-of–hours calls in isolated areas are a major concern in providing such services.  The Board explained this to the complainant.

As a public benefit to avoid needless calls in emergency situations, the Board considers it should encourage practices to revise their directory advertising so as to clearly show what is intended.

It is recommended that it be indicated if out‑of‑hours emergency services are only available from the practice premises.