16. An optometrist must avoid any misrepresentation of his level of competence or of the effectiveness of his own services or of services provided by the members of his profession.
Similarly, he shall not falsely represent the competence of, or the effectiveness of the services generally ensured by, persons carrying on professional activities within a partnership or joint-stock company.
O.C. 643-91, s. 16; O.C. 363-2008, s. 2.