1.A.2.e. Ethical marketing

Rule

Operator attests that claims made in marketing materials and advertising will be honest and substantiated and that it does not employ any of the following:

• False or misleading statements or unfounded claims or exaggerations;

• Testimonials that do not reflect the real opinion of the involved individual;

• Price claims that are misleading;

• Therapeutic strategies for which licensure and/or counseling certifications are required but not applicable at the site; or

• Misleading representation of outcomes

Levels

This rule applies to all recovery residence levels of support.

Guidance

Whereas marketing in compliance with the law is addressed in rule 1.A.2.d, this rule focuses on marketing in a manner that is ethical. Some behavior may be legal, but not ethical. Ethics is about what is right and wrong according to a culture or profession. Ethical behavior reflects values, such as “rigorous honesty”, “transparency” and “person-centered”. Not only has NARR established a Code of Ethics for recovery residences, it has codified ethical marketing in this Standard rule. While the rule specifically references marketing materials and advertising, the spirit of the rule would also include any other form of marketing.

Frequently Asked Questions

• What is an example of a “False or misleading statements or unfounded claims or exaggerations”? When a recovery residence makes statements like:

  • “We are the best”; “We are the cheapest”

  • “We guarantee ____ (an outcome) or your money back”

  • “Residents have access to gym equipment” when in reality there is a gym in the neighborhood

  • “Residents have access to financial coaching” when in reality there are free budgeting classes offered by the local church

• What is an example of “Testimonials that do not reflect the real opinion of the involved individual”? When the marketer makes up a quote or uses a quote about a different service.

• What is an example of “Price claims that are misleading”? When a recovery residence has hidden fees, fines and costs.

• What is an example of “Therapeutic strategies for which licensure and/or counseling certifications are required but not applicable at the site”? When a nonclinical recovery residence (e.g. Level I, II, or III) or one of its representatives:

  • Markets their services using clinical language: “treatment”, “therapy”, “diagnosing”, “addressing the disease”

  • Markets themselves as a “Rehab”, “treatment center” or “unlicensed treatment center”.

  • Markets staff’s clinical or medical credentials in a way that the average person may interpret as them providing clinical or medical services

• What is an example of “Misleading representation of outcomes”? When a recovery residence uses another organization’s outcomes as their own or when they market the outcomes of a subsection of residents in a way that sounds like the expected outcomes of all residents.

Evaluation

• Was an Ethical Marketing Self Assessment completed?

• Does the recovery residence attest that claims made in marketing materials and advertising are honest and substantiated? Note: “attest” means to declare that something exists, as in an affidavit or signed statement?

• Were any ethical or legal marketing concerns discovered while reviewing the recovery residence’s marketing: e.g. brochures, website and social media?

• Do the marketing claims align with the services outlined in the resident agreement?

• Do the marketing claims align with the service offering?

• Do the marketing claims align with the staffing plan?

• Does the staffing plan designate a person who is responsible for ensuring compliance to ethical marketing?

Evidence

• Policy and procedure

• Ethical Marketing Self Assessment

• Affidavit of ethical marketing – A signed statement in which the administrator attests to only using honest and substantiated marketing claims. A self assessment may be included.

• Marketing materials (brochures) and website and/or social media links

• Resident agreement

• Service plan

• Staffing plan

References

• NARR Standard 3.0

• NARR Standard 3.0 Compendium

• Ethical Marketing Self Assessment, RecoveryPeople, 2019

• How does this rule apply to my accreditation application?