<html xmlns="http://www.w3.org/1999/xhtml"><head><meta charset="UTF-8" /><title></title><meta name="Generator" content="PowerTools for Open XML" /><style>span { white-space: pre-wrap; } p.s5f355f37-bcfa-46a1-8c78-558aa6ff539bP0 { margin-top: 0; margin-bottom: 0; margin-left: 0; margin-right: 0; text-indent: 0.00in; text-align: justify; background: white; font-family: 'Times New Roman', 'serif'; font-size: 12pt; line-height: 108%; } span.s5f355f37-bcfa-46a1-8c78-558aa6ff539bC0 { color: black; background: white; font-family: 'Times New Roman', 'serif'; font-size: 12pt; font-style: normal; font-weight: normal; margin: 0; padding: 0; } span.s5f355f37-bcfa-46a1-8c78-558aa6ff539bC0-000000 { color: #0000FF; background: white; font-family: 'Times New Roman', 'serif'; font-size: 12pt; font-style: normal; font-weight: bold; margin: 0; padding: 0; } span.s5f355f37-bcfa-46a1-8c78-558aa6ff539bC0-000001 { color: black; background: white; font-family: 'Times New Roman', 'serif'; font-size: 12pt; font-style: normal; font-weight: bold; margin: 0; padding: 0; } span.s5f355f37-bcfa-46a1-8c78-558aa6ff539b000002 { color: black; background: white; font-size: 12pt; font-style: normal; font-weight: normal; margin: 0; padding: 0; } span.s5f355f37-bcfa-46a1-8c78-558aa6ff539bC0-000003 { color: #0000FF; background: white; font-family: 'Times New Roman', 'serif'; font-size: 12pt; font-style: normal; font-weight: normal; margin: 0; padding: 0; } </style></head><body><div><p dir="ltr" class="s5f355f37-bcfa-46a1-8c78-558aa6ff539bP0"><span xml:space="preserve" class="s5f355f37-bcfa-46a1-8c78-558aa6ff539bC0">    </span><a href="https://sdlegislature.gov/Rules?Rule=20:50:05:01"><span class="s5f355f37-bcfa-46a1-8c78-558aa6ff539bC0-000000">20:50:05:01</span></a><span class="s5f355f37-bcfa-46a1-8c78-558aa6ff539bC0-000001">.  Advertising.</span><span xml:space="preserve" class="s5f355f37-bcfa-46a1-8c78-558aa6ff539bC0"> False, fraudulent, deceptive, misleading, or sensational advertising is prohibited. Advertising, whether paid for or not, is considered prohibited under this section if it meets any of the following criteria:</span></p><p dir="ltr" class="s5f355f37-bcfa-46a1-8c78-558aa6ff539bP0"><span xml:space="preserve" class="s5f355f37-bcfa-46a1-8c78-558aa6ff539b000002"> </span></p><p dir="ltr" class="s5f355f37-bcfa-46a1-8c78-558aa6ff539bP0"><span xml:space="preserve" class="s5f355f37-bcfa-46a1-8c78-558aa6ff539bC0">    (1)  Contains a misrepresentation of fact or omits a material fact necessary to prevent deception or misrepresentation;</span></p><p dir="ltr" class="s5f355f37-bcfa-46a1-8c78-558aa6ff539bP0"><span xml:space="preserve" class="s5f355f37-bcfa-46a1-8c78-558aa6ff539b000002"> </span></p><p dir="ltr" class="s5f355f37-bcfa-46a1-8c78-558aa6ff539bP0"><span xml:space="preserve" class="s5f355f37-bcfa-46a1-8c78-558aa6ff539bC0">    (2)  Promises relief or recovery unobtainable by the average patient by the methods publicized;</span></p><p dir="ltr" class="s5f355f37-bcfa-46a1-8c78-558aa6ff539bP0"><span xml:space="preserve" class="s5f355f37-bcfa-46a1-8c78-558aa6ff539b000002"> </span></p><p dir="ltr" class="s5f355f37-bcfa-46a1-8c78-558aa6ff539bP0"><span xml:space="preserve" class="s5f355f37-bcfa-46a1-8c78-558aa6ff539bC0">    (3)  Contains a testimonial pertaining to quality or efficacy of optometric care of services that does not represent typical experiences of other patients;</span></p><p dir="ltr" class="s5f355f37-bcfa-46a1-8c78-558aa6ff539bP0"><span xml:space="preserve" class="s5f355f37-bcfa-46a1-8c78-558aa6ff539b000002"> </span></p><p dir="ltr" class="s5f355f37-bcfa-46a1-8c78-558aa6ff539bP0"><span xml:space="preserve" class="s5f355f37-bcfa-46a1-8c78-558aa6ff539bC0">    (4)  Is intended or is likely to create false or unjustified expectations of favorable results;</span></p><p dir="ltr" class="s5f355f37-bcfa-46a1-8c78-558aa6ff539bP0"><span xml:space="preserve" class="s5f355f37-bcfa-46a1-8c78-558aa6ff539b000002"> </span></p><p dir="ltr" class="s5f355f37-bcfa-46a1-8c78-558aa6ff539bP0"><span xml:space="preserve" class="s5f355f37-bcfa-46a1-8c78-558aa6ff539bC0">    (5)  Contains a claim that the optometrist possesses skills, provides services, or uses procedures superior to those of other optometrists with similar training, unless the claim can be factually substantiated by scientific and accepted evidence;</span></p><p dir="ltr" class="s5f355f37-bcfa-46a1-8c78-558aa6ff539bP0"><span xml:space="preserve" class="s5f355f37-bcfa-46a1-8c78-558aa6ff539b000002"> </span></p><p dir="ltr" class="s5f355f37-bcfa-46a1-8c78-558aa6ff539bP0"><span xml:space="preserve" class="s5f355f37-bcfa-46a1-8c78-558aa6ff539bC0">    (6)  Takes advantage of a person's fears, vanity, anxiety, or similar emotions;</span></p><p dir="ltr" class="s5f355f37-bcfa-46a1-8c78-558aa6ff539bP0"><span xml:space="preserve" class="s5f355f37-bcfa-46a1-8c78-558aa6ff539b000002"> </span></p><p dir="ltr" class="s5f355f37-bcfa-46a1-8c78-558aa6ff539bP0"><span xml:space="preserve" class="s5f355f37-bcfa-46a1-8c78-558aa6ff539bC0">    (7)  Contains a claim that is likely to deceive or mislead the average member of the public to whom it is directed;</span></p><p dir="ltr" class="s5f355f37-bcfa-46a1-8c78-558aa6ff539bP0"><span xml:space="preserve" class="s5f355f37-bcfa-46a1-8c78-558aa6ff539b000002"> </span></p><p dir="ltr" class="s5f355f37-bcfa-46a1-8c78-558aa6ff539bP0"><span xml:space="preserve" class="s5f355f37-bcfa-46a1-8c78-558aa6ff539bC0">    (8)  Contains a false or misleading prediction or implication that a satisfactory result or cure will result from performance of professional services;</span></p><p dir="ltr" class="s5f355f37-bcfa-46a1-8c78-558aa6ff539bP0"><span xml:space="preserve" class="s5f355f37-bcfa-46a1-8c78-558aa6ff539b000002"> </span></p><p dir="ltr" class="s5f355f37-bcfa-46a1-8c78-558aa6ff539bP0"><span xml:space="preserve" class="s5f355f37-bcfa-46a1-8c78-558aa6ff539bC0">    (9)  Contains a claim that the optometrist uses or provides products </span><span class="s5f355f37-bcfa-46a1-8c78-558aa6ff539bC0">that</span><span xml:space="preserve" class="s5f355f37-bcfa-46a1-8c78-558aa6ff539bC0"> are superior</span><span xml:space="preserve" class="s5f355f37-bcfa-46a1-8c78-558aa6ff539bC0"> to other similarly licensed optometrists</span><span xml:space="preserve" class="s5f355f37-bcfa-46a1-8c78-558aa6ff539bC0"> unless claims can be factually substantiated by scientific and accepted evidence;</span></p><p dir="ltr" class="s5f355f37-bcfa-46a1-8c78-558aa6ff539bP0"><span xml:space="preserve" class="s5f355f37-bcfa-46a1-8c78-558aa6ff539b000002"> </span></p><p dir="ltr" class="s5f355f37-bcfa-46a1-8c78-558aa6ff539bP0"><span xml:space="preserve" class="s5f355f37-bcfa-46a1-8c78-558aa6ff539bC0">    (10)  Describes availability of products, procedure</span><span class="s5f355f37-bcfa-46a1-8c78-558aa6ff539bC0">s</span><span xml:space="preserve" class="s5f355f37-bcfa-46a1-8c78-558aa6ff539bC0">, or services </span><span class="s5f355f37-bcfa-46a1-8c78-558aa6ff539bC0">that</span><span xml:space="preserve" class="s5f355f37-bcfa-46a1-8c78-558aa6ff539bC0"> are not permitted by law;</span></p><p dir="ltr" class="s5f355f37-bcfa-46a1-8c78-558aa6ff539bP0"><span xml:space="preserve" class="s5f355f37-bcfa-46a1-8c78-558aa6ff539b000002"> </span></p><p dir="ltr" class="s5f355f37-bcfa-46a1-8c78-558aa6ff539bP0"><span xml:space="preserve" class="s5f355f37-bcfa-46a1-8c78-558aa6ff539bC0">    (11)  Is likely to attract patients by use of exaggerated claims;</span></p><p dir="ltr" class="s5f355f37-bcfa-46a1-8c78-558aa6ff539bP0"><span xml:space="preserve" class="s5f355f37-bcfa-46a1-8c78-558aa6ff539b000002"> </span></p><p dir="ltr" class="s5f355f37-bcfa-46a1-8c78-558aa6ff539bP0"><span xml:space="preserve" class="s5f355f37-bcfa-46a1-8c78-558aa6ff539bC0">    (12)  Contains a statement of uninvited direct solicitation of patients who, because of their particular circumstances, are vulnerable to undue influences;</span></p><p dir="ltr" class="s5f355f37-bcfa-46a1-8c78-558aa6ff539bP0"><span xml:space="preserve" class="s5f355f37-bcfa-46a1-8c78-558aa6ff539b000002"> </span></p><p dir="ltr" class="s5f355f37-bcfa-46a1-8c78-558aa6ff539bP0"><span xml:space="preserve" class="s5f355f37-bcfa-46a1-8c78-558aa6ff539bC0">    (13)  Fails to be identified as a paid announcement or solicitation when it is not apparent from the context that </span><span class="s5f355f37-bcfa-46a1-8c78-558aa6ff539bC0">the advertisement</span><span xml:space="preserve" class="s5f355f37-bcfa-46a1-8c78-558aa6ff539bC0"> is a paid announcement or solicitation, including advertising giving the impression it is a news story or an informational article; or</span></p><p dir="ltr" class="s5f355f37-bcfa-46a1-8c78-558aa6ff539bP0"><span xml:space="preserve" class="s5f355f37-bcfa-46a1-8c78-558aa6ff539b000002"> </span></p><p dir="ltr" class="s5f355f37-bcfa-46a1-8c78-558aa6ff539bP0"><span xml:space="preserve" class="s5f355f37-bcfa-46a1-8c78-558aa6ff539bC0">    (14)  Contains a statement of fees charged for specific professional services but fails to indicate whether additional fees may be required for related services </span><span class="s5f355f37-bcfa-46a1-8c78-558aa6ff539bC0">that</span><span xml:space="preserve" class="s5f355f37-bcfa-46a1-8c78-558aa6ff539bC0"> may also be required.</span></p><p dir="ltr" class="s5f355f37-bcfa-46a1-8c78-558aa6ff539bP0"><span xml:space="preserve" class="s5f355f37-bcfa-46a1-8c78-558aa6ff539b000002"> </span></p><p dir="ltr" class="s5f355f37-bcfa-46a1-8c78-558aa6ff539bP0"><span xml:space="preserve" class="s5f355f37-bcfa-46a1-8c78-558aa6ff539bC0">    </span><span class="s5f355f37-bcfa-46a1-8c78-558aa6ff539bC0-000001">Source:</span><span xml:space="preserve" class="s5f355f37-bcfa-46a1-8c78-558aa6ff539bC0"> SL 1975, ch 16, § 1; 6 SDR 66, effective January 8, 1980; 12 SDR 78, effective November 10, 1985; 12 SDR 151, 12 SDR 155, effective July 1, 1986; 13 SDR 44, effective October 20, 1986; 39 SDR 127, effective January 21, 2013</span><span class="s5f355f37-bcfa-46a1-8c78-558aa6ff539bC0">; 49 SDR 12, effective August 14, 2022</span><span class="s5f355f37-bcfa-46a1-8c78-558aa6ff539bC0">.</span></p><p dir="ltr" class="s5f355f37-bcfa-46a1-8c78-558aa6ff539bP0"><span xml:space="preserve" class="s5f355f37-bcfa-46a1-8c78-558aa6ff539bC0">    </span><span class="s5f355f37-bcfa-46a1-8c78-558aa6ff539bC0-000001">General Authority:</span><span xml:space="preserve" class="s5f355f37-bcfa-46a1-8c78-558aa6ff539bC0"> SDCL </span><a href="https://sdlegislature.gov/Statutes?Statute=36-7-15"><span class="s5f355f37-bcfa-46a1-8c78-558aa6ff539bC0-000003">36-7-15</span></a><span class="s5f355f37-bcfa-46a1-8c78-558aa6ff539bC0">(2)</span><span class="s5f355f37-bcfa-46a1-8c78-558aa6ff539bC0">.</span></p><p dir="ltr" class="s5f355f37-bcfa-46a1-8c78-558aa6ff539bP0"><span xml:space="preserve" class="s5f355f37-bcfa-46a1-8c78-558aa6ff539bC0">    </span><span class="s5f355f37-bcfa-46a1-8c78-558aa6ff539bC0-000001">Law Implemented:</span><span xml:space="preserve" class="s5f355f37-bcfa-46a1-8c78-558aa6ff539bC0"> SDCL </span><a href="https://sdlegislature.gov/Statutes?Statute=36-7-15"><span class="s5f355f37-bcfa-46a1-8c78-558aa6ff539bC0-000003">36-7-1</span><span class="s5f355f37-bcfa-46a1-8c78-558aa6ff539bC0-000003">5</span></a><span class="s5f355f37-bcfa-46a1-8c78-558aa6ff539bC0">(2)</span><span class="s5f355f37-bcfa-46a1-8c78-558aa6ff539bC0">.</span></p><p dir="ltr" class="s5f355f37-bcfa-46a1-8c78-558aa6ff539bP0"><span xml:space="preserve" class="s5f355f37-bcfa-46a1-8c78-558aa6ff539b000002"> </span></p></div></body></html>