Guide · Veterinary clinics

What a vet
site may say.

Veterinarians in Ontario have more room in their advertising than physicians: testimonials, prices, discounts and even "free" are allowed. But the regulation is strict on a few things that clinic websites do all the time. Here is what the College of Veterinarians of Ontario (CVO) actually says.

Published 2026-11-04 · Formory Marketing Group

The law is the Veterinarians Act and Regulation 1093, whose Part IV (sections 34 to 36) covers advertising and was rewritten in force from July 1, 2022. The CVO's Professional Practice Standard: Advertising, revised the same July, explains it, and the Practice Advisory Service FAQ answers the practical questions.

The standard defines advertising as any message in any public medium, the internet included, used to promote a veterinarian's services, practice or image, and counts directory listings as marketing. It makes each veterinarian responsible for any communication they permit to be published about their services, so copy written by an agency or a non-vet owner is still theirs.

Ontario passed the Veterinary Professionals Act in 2024, but the CVO says it is not yet in full effect and expects the new model in 2027. Until then, these rules apply.

Section 36 requires advertising to be factual, accurate and verifiable, and forbids anything false, misleading or deceptive by inclusion or omission, any comparative or superlative statement, and any endorsement or promotion of drugs or third-party service providers. Nothing may demean the profession. A veterinarian's licensed status may not be used to sell anything other than products and services they offer in their professional capacity.

The FAQ gives a clean example: "our clinic stocks item A" is fine, "our clinic stocks item A because it is the best" is an endorsement. "Best vet in Oakville" and "gentler than other clinics" fail as superlative and comparative.

Regulation 1093 also makes it misconduct to claim a treatment works beyond what reasonable professional opinion supports, or to guarantee a cure or say something a client would reasonably read as one. "We cure allergies for good" crosses that line.

Unlike physicians, veterinarians may use testimonials and may ask clients for them. The FAQ counts asking a client to review the clinic on a third-party site, or to like its Facebook page, as asking for a testimonial. Clients should not feel pressured, and whatever you control, including your website and your own social accounts, must still meet section 36. A rating by a third-party company can be advertised if you name the source.

Before posting patient photos or case stories, get the client's consent. The FAQ accepts written or verbal consent, with verbal consent documented. The CVO's social media guidance also says not to give clinical advice through social media. For a bad review, the College suggests moving the conversation offline and notes it has no authority over review sites; see our guide on responding to a bad Google review.

Section 36 bars any term, title or designation that suggests specialisation, or that a veterinarian is specially qualified in a branch of veterinary medicine, unless they qualify. The CVO's Recognition of Specialties policy (November 2022) accepts specialty certification from organisations recognised by the American Veterinary Medical Association and colleges recognised by the European Board of Veterinary Specialisation, and the specialty must be added to the public register before the vet describes themselves as a specialist.

Without that, the FAQ says a veterinarian may advertise "an interest" in an area such as dentistry. The accreditation standards are explicit for one case: only a board-certified specialist, such as a diplomate of the American Veterinary Dental College, may use "veterinary dental specialist".

Prices may be advertised, whatever they are, free included. The FAQ asks that the ad make clear what the price includes and whether taxes are extra. Discounts may be advertised, for example a percentage off dental cleanings during dental health month, or seniors, military, multi-pet and new-client discounts, if they are part of the clinic's fee structure.

Your own coupons are fine. A third-party company selling discounted veterinary services for you through a coupon program is not. Rewards programs are allowed; incentives for referring new clients are not, though you may thank a client afterwards for a referral they made on their own.

Regulation 1093 adds rules for a fees or policies page. A fee for an unperformed service is misconduct, except for an appointment missed without at least 24 hours' notice. Prompt-payment discounts and interest on accounts must be explained to the client before the service. Fees may not be excessive compared with what is normally charged.

Neither the regulation nor the standard has a special rule for these words. They fall under section 36: factual, verifiable and not misleading by omission. "24-hour emergency care" should describe what actually happens at 3 a.m. The accreditation standards give a benchmark: a hospital accredited for critical care must be able to care for patients 24 hours a day, 7 days a week, with a veterinarian on the premises while a critical case is treated.

Every clinic also owes clients an answer on after-hours care. Section 20 of Regulation 1093 requires veterinarians to tell clients how to reach services outside regular hours and to tell them promptly when that changes. The CVO's After-Hours Care policy (revised November 2023) lists options: on-call, coverage by a neighbouring clinic, referral to a 24/7 facility, accredited teletriage or an emergency clinic. The accreditation standards say this information can be on a website, signage or a phone message. An "After hours" block on the contact page saying exactly which arrangement you use meets the need.

The accreditation standards set no separate naming rules: the facility name must comply with the advertising regulations. The CVO's Guide to Facility Directors (August 2025) spells it out: the name must be factual, accurate and verifiable, with no comparative or superlative words, no drug or third-party promotion, and no term suggesting a specialty unless the veterinarian holds it. "Ontario's Best Animal Hospital" and "Animal Dental Specialists" are both problems for a general practice.

A change of facility name, species treated or scope of services must be reported to the College immediately under section 13 of Regulation 1093. The accreditation standards also expect clear public communication of the services and species the facility offers, and name the website as one way to do it. Each veterinarian's name should match the public register.

Each veterinarian under their registered name, "specialist" only for those on the register as one and "an interest in" for everyone else. A services page listing the species and services you actually provide. Prices that say what is included and whether tax is extra. Genuine reviews, with the source named for any rating. A clear after-hours section. No "best", no comparisons, no brand endorsements and no cure guarantees. Our notes on websites for veterinarians cover the rest.

This is a plain summary of the Veterinarians Act, Regulation 1093 and CVO standards and guidance as of November 2026, not legal or professional advice. The CVO's Practice Advisory Service answers questions about specific situations.

• Veterinarians Act, R.S.O. 1990, c. V.3
• R.R.O. 1990, Reg. 1093 (General) — sections 13, 17, 20 and 34 to 36
• CVO — Professional Practice Standard: Advertising (revised July 2022)
• CVO — Practice Advisory Service: Advertising & Social Media FAQs
• CVO — Policy Statement: Recognition of Specialties (November 2022)
• CVO — Policy Statement: After-Hours Care Services (revised November 2023)
• CVO — Accreditation Standards for Veterinary Facilities in Ontario (approved December 6, 2023)
• CVO — Guide to Facility Directors: Accreditation of Veterinary Facilities (August 2025)
• CVO — Guidance on the Use of Social Media
• CVO — Veterinary Professionals Act (transition status)

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