'Misleading' patient choice
advert banned
An NHS advertisement promising patients a choice of hospital has been banned by the Advertising Standards Agency (ASA) for misleading the public.
A regional press advertisement from NHS North East Strategic Health Authority (SHA) stated that patients could choose "from any NHS hospital, as well as some private ones."
The GP who challenged this claim was vindicated by the ruling, after arguing that his patients had been unable book an appointment at their chosen hospital. The SHA argued that the advertisement was aimed to raise low public awareness of the possibility of choice but admitted that the electronic booking system used by GPs had limitations.
The ASA, while recognising that choice is a nationwide government policy, said the SHA had not provided evidence that showed that, in practice, most patients were able to exercise their choice.
06 May 2009
Health Insurance Magazine
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