Practice Promotion and Transparent Communication: An Updated Marketing Guide for Physiotherapists under the 2025 Code of Practice

Date: 15 July 2026

Author: Rendy Ng / Amber Yung | Rendy Ng Law Firm

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The Physiotherapists Board of Hong Kong ("the Board") has updated the Code of Practice for the Guidance of Registered Physiotherapists, with the new version taking effect in December 2025 (the "2025 Code of Practice"). Physiotherapists are now required to adhere to stricter content restrictions, objectivity standards, and patient privacy protocols. While the restrictions may initially appear constrictive, they signal an evolution of the profession from a commercialized, retail approach to one grounded in professionalism and institutional credibility.

Here is a deeper analysis of what these changes mean for your day-to-day practice:

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1. General Content Restrictions

• Public displays: Public displays of information, including electronic signs, should only be used to convey necessary and permissible information. According to the 2025 Code of Practice, flashing lights and excessively ornate decorations are prohibited.
• Use only registered name: In all practice settings and promotional materials, including clinic signage, advertisements, Facebook posts, and professional articles, registered physiotherapists must consistently use the name registered with the Board. For example, if you are registered with the Board under the name "John Taylor Smith", all signage and marketing materials in which you hold yourself out as a physiotherapist in Hong Kong must display the name "John Taylor Smith", rather than "Johnny" or "T. Smith" or a name that you cannot be identified with.

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2. Name Cards and Signages:

Specifically, content for signages, name cards, stationery, or displays are limited to the following 8 items, with no additional information:

1. Physiotherapist's name in English and Chinese;
2. Designation "Registered Physiotherapist / RPT(HK)";
3. Name and logo of the physiotherapy practice;
4. Qualifications recognised by the Board (using approved formats);
5. Consultation hours;
6. Contact details, including phone, fax, and email;
7. Practice website or social media; and
8. Address, location map, or link.

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3. Electronic Communication Platforms:

Online platforms used by physiotherapists to display their professional service information, including practice websites, social media, or physiotherapy practice group websites, are permitted to contain:

1. The eight items limited for name cards and signages (listed above); and
2. Information on services that the physiotherapist can provide

Clinic websites should NOT include:

• References or association with commercial products or promotional websites, whether by hyperlink or other means. The sole exception is linking to the official Register of Physiotherapists (applicable to practice websites only);
• Any mention of commercial sponsorship;
• Forums or chat rooms allowing public comments or questions (applicable to practice websites only);
• Links to your personal or other commercial web pages; and
• Technology that automatically generates pop-up or push messages (applicable to practice websites only).

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4. Guidelines for External Communication and Information Dissemination

When physiotherapists provide health information to the public, including websites, social media, leaflets, several core principles must be observed.

• Use plain language, avoid jargon: All information provided to the public or patients (e.g., health advice, clinic introductions) must be presented in plain language that is easily understood, avoiding unnecessary technical terminology.
• Purpose must be legitimate: The information should be purely for public education; it must not be used for advertising, soliciting patients, or employing scare tactics (e.g., exaggerating risks) to attract attention.
• Objectivity is Key: The public should not be led to believe that you or your clinic possess exclusive "miracle cures" or unique technologies. Objectivity must be maintained to uphold the profession's impartial image.

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5. Patient Consent and Privacy

Explicit consent required for photography and video: Before taking photos or videos of patients, their clear and informed consent must be obtained. Written consent form can be embedded with patient registration form at time of signing, or in a separate visual consent form.

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Practical Significance for Physiotherapists

The new Code of Practice establishes clear expectations on how physiotherapists engage with the public, imposing strict requirements on public communication and patient privacy.  Why these requirements? They prevent unverified patient testimonials, commercial bias, and unmoderated content that could compromise patient privacy and professional objectivity. These new marketing regulations signal the Board's deliberate effort to align physiotherapy with the professional standard expected of clinical doctors in Hong Kong, reflecting the profession's growing stature and society's greater recognition of their esteemed role in healthcare.

By upholding these standards, you reinforce the integrity of your profession and affirm your commitment to patient-centred care. If you have any questions regarding the specific updates or require guidance on integrating these guidelines into your daily operations, our team would be happy to assist.

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Disclaimer: Nothing herein shall be interpreted as legal advice to any person. Readers are encouraged to consult their legal representatives for independent advice. The information provided is based on overall observations and the experience of the practitioners of the firm at the time of writing. The content may change without prior notification depending on changes in the law. If there are two versions of the article in different languages, the English version will prevail in case of discrepancies.

About Us:

Rendy Ng Law Firm is a law firm based in Hong Kong, providing a full range of commercial legal services for all sectors, with particular focus on supporting professionals and businesses in the medical and veterinary, consumer goods and retail and entertainment industries to achieve sustainable success. By combining legal guidance with understanding of business practicalities, we ensure that our clients receive support tailored to their business goals and individual needs. Please feel free to reach out to our team should you have any questions about our services.

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