Northern Illinois College of Optometry - Focus Yearbook (Chicago, IL)

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-nxusn sxusnrs- sin ax. usa tin asus: n snuxnnsn nxnxnsniu xanax- nxnxnrxu 1-xnx-:Lu nsnsuin usa-xnsn n-xnxuxu axnnxansnnsnnxnuinnsnnxn 6 THE N. I. C..FOCllS June, 1931 .nxnmuxnvxniu-snnx-:Luisnxnxnusnsnux-usnsuxusuxnuso-sosn-xnsnssnxnxn-xns.n:xnxxnsusnsnxnosunsnuxnnxns-xnnsuxxnss CODE OF ETHICS OPTOMETRISTS 'Wie do agree to these things: 1. Render the public the best service within us and con- stantly strive to improve that service. 2. Conduct ourselves in a manner becoming to profes- sional men. Qi. Aid worthy civic movements, and be considerate of fellow practitioners. -t. To meet and study at frequent intervals with other optometrists to keep abreast of the best practices in optom- gtryg and to aid and consult with fellow practitioners when requested. 5. To make examination of the eyes the paramount fea- ture, not the sale of glasses. fl. To impress upon the public the importance of careful and correct ocular service. T. To equip our offices with the latest and best instru- ments. 8. To discontinue the sale of merchandise which has no place in optometry. El. To limit our publicity to ffl Conservation of vision. f2l Optometrical service. 10. To charge for, and to collect, a reasonable fee for eye examinations. 11. To charge a fee openly, both by verbal statement and upon the bill, not concealing said fee within thetcost. thereby giving the patron reason to believe that service is rendered free. 12. Vyle consider that optometry may be best presented to the public through organized effort, rather than individual. To this end we will endeavor at proper times and in proper places to preach the conservation of vision, and to teach meth- ods whereby this may be obtained. 115. tive ljgligve that organized optometry can best be served by group publicity, as also by magazine and newspaper articles in which the author does not seek to present his own personality. H. Vile believe that newspaper card is the correct way uf presenting ourselves in the press in a direct advertising sense. ' 15. XVe agree to discontinue the use of handbills, bill- board advertising, billposter advertising, large painted signs on buildings, all types of novelties, stickers of all kinds, except inside of casesg blotters, manufacturer's literature, freely dis- tributed: streetcar advertising, theatre program, theatre cur- tain, lantern slides, and signs reading, Eyes Examined for tested! Free. 113. Not to advertise the prices of lenses, frames or sup- plies. H. 'llo discontinue window advertising, except in dig- nified and legitimate manner. lu. 'lio discontinue and remove from refracting rooms, waiting rooms and other public rooms of our business places. slillls of manufacturers relating to supplies. To discontinue advertising articles or supplies as better or in anv WHY superior in duality for the price asked, to that of other optom- elrisls or refractionists. ltr. 'llo discontinue publicly advertising lJl1slllCss ability gi, superior to that of others: reliability as superior to that ot others: professional ability as superior to others. 20. 'Vo discontinue methods tif practice which are mani- festly unfair by those recognized practices of the bublic within which we dwell. 21. VVhere others who are doing refracting work are unethical and resort to unfair and unethical means, we are not to retaliate until we have sought by all reasonable means to win them from errant methods, to interview them person- ally, or by letter, or by friends, or by judicious printed matter, publicly proclaimed and in terms which will in no way lower our own dignity, seeking thereby to elevate their own stand- ard of procedure and win them to our side by justice. 22. VVhen others practice optometry and they are mani- festly unqualified for the work. We are to seek them person- ally by letter and by other just means seeking to elevate their moral tone, their educational status, their equipment or their other deficiencies endeavoring to bring them to a higher and proper level. VVhen other means have failed, we should bring them to the attention of higher authority. 23. VVhen there is a difference of opinion with respect to ethical and non-ethical practices, customs or behavior, we should seek to bring about a meeting of all those engaged in optometry and have a dignified discussion, endeavoring to establish rules of practice. 24. It is unprofessional and prohibited to split fees, pay bonuses or offer, or to receive any pecuniary benefits from others who may at various times refer patrons. 25. lt is unprofessional and prohibited to enter into mail- order advertising of eye-glass service. 215. It is unprofessional to seek out patrons by bribes, through discounts, or other profit-sharing means, through friends. relatives, or patrons. 27. lt is unprofessional to seek patronage by solicitous means, personal or through others. 28. It is unprofessional and unethical to promise cures, relief or benefit from lenses, or from treatment, or by other means than that one will do as well as lies within his power to correct and neutralize the errors of refraction and muscular anomalies, with the hope but not with the assurance of benefit or relief. 29. lt is unprofessional and unethical to undertake prac- tices under a name of a company or organization in which the principal member or members of the organization are not actively engaged in the actual practice of refraction. 30. It is unprofessional to conduct an optometric prac- tice in which the name or names of the principal men are not named publicly in their printed matter upon doorplates, and other similar announcements. 31. lt is unprofessional and unethical to travel from town to town, putting up in hotels and houses and doing retraction work without proper equipment and lighting facilities. 232. It is unprofessional and unethical to use lowgrade lenses or lenses of a pattern which are not as properly de- signed and adapted to the correction of the errors of vision as are possible to obtain, basing the price of service and such supplies upon their cheapness, unless it is patent that the patron cannot afford to purchase the higher grade and per- fected lenses. and in all such cases the factors should be carefully explained. K 1321. It is unprofessional for an optometrist who holds an office in any optometric association to use such position for advertising purposes. It-f. lt is unprofessional and unethical for an optometrist to make use ot his diplomas and certificates in such a way as to be considered advertisements. 35. No member should advertise in a way which would lead to the supposition that he had a medical training unless he has such training. 36. lt is unethical and forbidden to keep open office or place of business on national holidays, state holidays or Sun- days. This refers to the regular manner of keeping open but not to responding to an emergency for a particular case.

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