§1Scope
- ST-1.1
- This standard governs the work Standard performs for a practice under one subscription: the services specified in §3 to §8, §13, §14 and §15, and the client space of §9, in which the practice sees that work and approves it.
- ST-1.2
- The work is continuous. There is no delivery date, because what is being undertaken is that the work keeps happening and keeps being recorded.
- ST-1.3
- This standard is published before it is sold, and is versioned. Each version is dated and retained, and stays readable once replaced. A change to any clause produces a new version and an entry in the changelog, and an identifier that changes is mapped there from the version before.
- ST-1.4
- Standard's own site is built and operated to this standard, and the checks named in §3.3 run against it on every build.
- ST-1.5
- This standard governs Standard's work, not the practice of the profession. It does not govern the practice's own systems, the records the practice keeps on its patients, or the medical or aesthetic act itself.
- ST-1.6
- Standard also performs work that no clause of this standard specifies. Where it does, the boundary of that work — what is included and what is not — is published before it is sold, and it binds in the same way a clause does. §11.6 governs what the absence of a clause means; it does not license selling without a stated boundary.
- ST-1.7
- Standard's scope for a practice — which of its services it runs there, and to what extent — depends on the state in which the practice operates, how it is owned and who directs its medical work, the license of each person whose services are advertised, and the acts the practice performs. It is established before signature and written into the contract.
- ST-1.8
- Standard works for practices in the United States, in the states where it may run the work (§11.7). Before signature it records who owns the practice, who directs its medical work and the license of each person who will approve what is published. It takes on only the ownership structures it accepts in the practice's state, and no practice in which what it publishes would be approved by anyone but a licensee (§4.11).
§2Definitions
- ST-2.1
- Surface — anything a person outside the practice can reach: a page, a document, a listing, a scheduled publication, a sent message.
- ST-2.2
- Action — a single change to a surface, a single message sent from one, or a single act the work depends on, such as an approval, a return, a declared absence or a sent letter. Actions are the unit the record counts.
- ST-2.3
- Record — one entry per action, carrying the time, the surface, the action, the person or the Standard process that performed it, the person who approved it where approval was required, what changed, and the clauses it cites.
- ST-2.4
- Publication — an action that puts content on a surface a person outside the practice can reach, at the moment it becomes reachable.
- ST-2.5
- Approval — a named person accepting a specific piece before it is published. Return — a named person sending a piece back with a written reason. Each is given per piece, by that person, and neither is delegable to a subscription.
- ST-2.6
- Activation — the initial pass, in the first weeks of the engagement, in which the site is taken on, the practice's constraints and languages are recorded, and the named people are designated.
- ST-2.7
- Constraint — a rule the practice is subject to, recorded at activation, that the work is executed inside. Professional conduct rules are constraints.
- ST-2.8
- Where a rule binds Standard directly as well as the practice, it is recorded as binding both. A rule recorded against the practice alone understates one that also reaches the party performing the work, and a constraint that is understated at activation is executed against for the length of the engagement.
- ST-2.9
- Practice — the client: the practice that subscribes, and the people in it whom it names to Standard.
- ST-2.10
- Named person — a person at the practice designated by name to approve what is published under their name, under the practice's name, or both. Anyone at the practice whose name a piece carries is a named person for that piece.
- ST-2.11
- Piece — anything to be published or changed that is submitted for approval: a page, an article, a post, a listing, an automation. Each version of a piece is approved or returned on its own.
- ST-2.12
- Letter — the weekly letter of §9.2, written from the record's entries and signed by the person who does the work.
- ST-2.13
- Note — a note written by a person at the practice, in the client space, to the person who does the work. A note is correspondence, not an action.
- ST-2.14
- Mandate — the written statement, agreed with the practice, of what Standard does without asking and what it always submits for approval.
- ST-2.15
- Absence — a period during which a person at the practice is away, declared in the client space.
- ST-2.16
- Scope — Standard's scope for the practice under §1.7: the services in it, and those in preparation.
- ST-2.17
- Client space — the private space in which the people of the practice read the letter, approve or return pieces, write a note, declare an absence, and read the record and the documents.
- ST-2.18
- Dossier — a selection of the record, by dates and, where asked, by the name a publication appeared under, exported for the practice to hand to someone else.
- ST-2.19
- Licensee — a named person who holds a license issued by a state board to practice a health profession, recorded with the license type, number, issuing state and the day it was last verified against that board's register.
- ST-2.20
- Authorization — a patient's signed, written permission for a stated use of their name, image, words or information, recorded by reference and never by content, with its scope, its expiration and its revocation.
- ST-2.21
- Consent — a person's recorded agreement, given before the fact, to be contacted by a stated channel, to an exchange with an automated system, or to a recording; recorded with the words shown and their version, the time and the channel.
§3Presence
- ST-3.1
- The site exists, is reachable, and every page it publishes returns a successful response.
- ST-3.2
- The site is published in every language the practice works in. A page that exists in one language and not another is recorded as incomplete until it exists in both.
- ST-3.3
- Technical condition is asserted by checks that run at build time, not by inspection: heading order, contrast, canonical URLs, language alternates, structured data, sitemap and redirects.
- ST-3.4
- A check that cannot run has not passed. Any check that cannot perform its assertion fails the build rather than reporting a warning.
- ST-3.5
- When a fact about the practice changes — a person, an address, opening hours, a treatment offered or withdrawn — the site is changed to match, and the change is recorded.
- ST-3.6
- A retired page resolves to a stated outcome: it redirects to a page that answers the same question, or it returns gone. It does not redirect to the home page.
- ST-3.7
- The site meets WCAG 2.2 Level AA, asserted by automated checks on every build and by a manual check on a schedule. Each check is dated and recorded with what it observed and what was corrected, and carries no score. The site publishes an accessibility statement naming the level, the known gaps and a way to report a barrier, which a person answers.
- ST-3.8
- No third-party tracker. No site Standard operates loads a script, pixel, tag, frame or font from a third party — anyone but Standard, the practice, and a subcontractor published under §12.8 and bound not to use what it receives for its own purposes — that receives a visitor's address, the page they read or what they type: no advertising pixel, no session replay, no tag manager. Visits are measured, if at all, without cookies and in aggregate. Standard installs no such script at a practice's request.
- ST-3.9
- Consent before capture. Nothing a visitor writes or says on a surface Standard operates is captured before they are told who receives it: a form says so before it is sent; a chat shows its notice and asks for agreement before the first message; a call is recorded or transcribed only after every party has been told at its start. Each consent is recorded (§2.21, §10.14).
- ST-3.10
- Recorded notices. Where a notice is recorded as a constraint on the practice's site, every page it applies to carries it in the recorded words, and the build checks that it is there.
§4Content
- ST-4.1
- Content is written in the language it is published in, rather than written once and translated.
- ST-4.2
- Anything carrying the name of a named individual at the practice is approved by that individual before publication. This clause is not waivable.
- ST-4.3
- Every publication is recorded with its language, its destination, the time it became reachable, and what changed between the approved piece and the published one.
- ST-4.4
- The marking clause. Content generated by an AI system and published by Standard on a practice's behalf carries the marking that system applies, and the marking state is recorded per publication.
- ST-4.5
- Where a step in the publishing chain removes a mark that was present upstream, the record names the step. Marking is applied where content is made and can be lost where content is transformed; the state that is recorded is the state at the point of publication, not at the point of generation.
- ST-4.6
- The operative date for a publication is the date it became reachable, not the date the content was made. Scheduled content is recorded against the date it went out.
- ST-4.7
- §4.4 to §4.6 describe what Standard does. They state nothing about any practice's legal or regulatory position, and are not offered as an assessment of one. The reference followed is the latent disclosure that California's AI Transparency Act requires of the image, video and audio output of a generative system (Business and Professions Code § 22757.3); text carries the marking its generating system applies, if any.
- ST-4.8
- Where the profession, the state or federal law restricts what may be published about a service the practice offers, the restriction is recorded under §2.8 and governs what is published. No clause of this standard requires Standard to publish what the law forbids, and §5.1 is read subject to this clause.
- ST-4.9
- Every piece published under the practice's name is approved by the named person or people the practice designates for it, subject to §4.11. Where the mandate says so, a change that only carries over a fact the practice has stated — an address, opening hours, a closure during a declared absence — is made without asking, and is recorded.
- ST-4.10
- Standard publishes no before-and-after image and no patient testimonial on a surface it operates, and solicits no review.
- ST-4.11
- Licensee approval. A piece that advertises a medical service, or names a person who performs one, is approved under §2.5 by a licensee (§2.19): the person it names, or, for a piece that names none, the physician who directs the practice's medical work. A person who is not a licensee approves only a change that carries over a fact the practice has stated (§4.9). The approval records the license.
- ST-4.12
- Identification. Every piece that advertises a medical service names the licensee who performs it, as the license reads, with the type of license held. A title, a board certification or a specialty appears only as recorded for that licensee and verified against the issuing board's register on the day the piece is approved; "Dr." appears only before the name of a physician.
- ST-4.13
- Prescribed statements. Where a statement is recorded as required for a kind of content — an offer, a board, an image, a model, a supervising physician — the piece carries it in the recorded words, size and place, or it is not published.
- ST-4.14
- Prices and offers. Standard publishes no price, discount or free offer for a practice.
- ST-4.15
- No synthetic person or result. Standard generates no image, video, voice or audio that shows or speaks as a person, or that shows a procedure or a result, and removes no provenance data from anything it publishes.
§5Acquisition
- ST-5.1
- The pages that answer the questions people actually ask are published in each of the practice's languages.
- ST-5.2
- Outbound is sent only where the practice has authorized it in writing, to the audience the authorization names, and not beyond it.
- ST-5.3
- Every outbound message is recorded: what was sent, to whom, and when. An unrecorded send is a defect in the work, not an efficiency.
- ST-5.4
- Every inquiry is recorded at the moment it arrives, including inquiries that arrive outside the site.
- ST-5.5
- Standard does not buy advertising, does not hold a practice's budget, and is not paid a proportion of one.
- ST-5.6
- No claim is made about what the work will produce. Standard publishes what it did; whether it worked is read from the record by the practice.
- ST-5.7
- Where the profession, the state or federal law prohibits a form of outreach, no authorization from a practice permits it. Standard does not send what the law forbids, whatever has been agreed between the parties, and the prohibition is recorded under §2.8 as binding both of them.
- ST-5.8
- Where the practice is listed in a directory people use to find it, the listing is kept in line with the site — name, address, opening hours, languages — and each change to it is recorded.
- ST-5.9
- Reviews. Standard writes no review, buys none, offers nothing for one, suppresses none and drafts no term or reply that threatens a reviewer. A reply it drafts to a review never confirms that the reviewer is or was a patient and names no treatment, date or outcome.
- ST-5.10
- Consent for messages. No text message or call is sent to a person for a practice unless that person's consent to that kind of message from that practice is recorded (§2.21). A reply to a person's own inquiry goes only by the channel they used or agreed to, and only about that inquiry. A reply that revokes consent stops every later message of that kind at once and is recorded. No message is sent outside the hours recorded for the recipient's state, in the recipient's time zone. An email sent for a practice names the practice truthfully and carries a way to stop that works.
- ST-5.11
- Patients are not an audience by default. Standard sends nothing to a practice's patients using information about them, and uploads no list of them to any advertising or social network, unless the practice has recorded each patient's authorization (§2.20) for that use.
§6Follow-up
- ST-6.1
- Every inquiry receives a first reply, and the time between arrival and reply is measured and recorded.
- ST-6.2
- An automated reply acknowledges, schedules and routes. It does not advise, and it does not answer a question that belongs to the practice's professional or clinical judgment.
- ST-6.3
- The handover — the moment a person at the practice becomes responsible for an inquiry — is itself an action, and is recorded with its time and that person's name.
- ST-6.4
- Where an inquiry is waiting on the practice, the record says so and says who it is waiting on.
- ST-6.5
- A sequence stops when a human takes over. It does not continue alongside one.
- ST-6.6
- Where an inquiry arrives through a channel Standard operates, the times of its arrival and of its first reply are written only by a Standard process, and the practice cannot alter them.
- ST-6.7
- What the practice writes about an inquiry — its reference, the consultation, the quote and what followed — is its own, and so are the times of an inquiry it notes itself, received in person or by telephone. The client space shows who wrote each fact.
- ST-6.8
- Human review of AI-drafted replies. A reply drafted with artificial intelligence that concerns a person's health, a treatment or a procedure is sent only after a licensee at the practice has read its exact text and approved it; the approval is recorded with the licensee, their license and the time, and the text sent is the text approved. A reply that only acknowledges, schedules or routes (§6.2) says that it is automated.
§7Assistant
- ST-7.1
- The assistant answers from what the practice has published and from nothing else, and only in a language in which the practice has published approved material. Where the published material does not answer a question, it says so and routes the person to a human rather than composing an answer.
- ST-7.2
- The assistant does not advise, does not assess anyone's condition, and does not answer a question that belongs to the practice's professional or clinical judgment. It does not determine whether someone is a candidate, assess a symptom or a result, recommend a treatment, a product or a dose, or judge urgency. §6.2 governs it in the same terms as any other automated reply.
- ST-7.3
- The assistant states that it is automated, that its answers are generated by artificial intelligence and that it is not a licensed professional. The statement is displayed throughout the exchange, in the language of the exchange, before the first answer and not only in a policy page, and the person agrees before their first message (§3.9).
- ST-7.4
- Every exchange is recorded as actions under §2.2, with their times and the outcome, and each recorded exchange states the disclosure shown and its version. What a person said to the assistant is not written into the record; §11.4 governs what is held and where.
- ST-7.5
- Where the assistant hands over, the handover is an action under §6.3 and is recorded with its time. A sequence does not continue alongside the human who took it over.
- ST-7.6
- The assistant does not run for any practice until every party that processes what is said to it has signed a business associate agreement with Standard. The model provider is bound to use none of it for training or for its own purposes, and to keep it no longer than that agreement allows. Processing and storage are in the United States (§11.9), and §7.3 and §7.7 to §7.9 are met in the practice's state. Until then it is shown as in preparation, and no date is given for it.
- ST-7.7
- The assistant carries no personal name, title, credential, avatar or voice of a person, and never speaks as a clinician.
- ST-7.8
- The assistant shows throughout how to reach a person at the practice; a request for a person ends the automated exchange and is handed over under §7.5.
- ST-7.9
- The assistant keeps no memory of a person from one conversation to the next, declines conversation outside the practice's published material, and on words suggesting an emergency or self-harm gives the emergency numbers and hands over at once.
§8Systems
- ST-8.1
- Standard automates work the practice already performs, inside the systems the practice already runs and already pays for.
- ST-8.2
- What is built is documented so the practice can operate it without Standard, and the documentation is delivered with the automation rather than after it.
- ST-8.3
- Standard does not introduce a new system of record, does not deliver software the practice would own and have to maintain, and does not require a presence on the practice's premises.
- ST-8.4
- No automation reads a person's message for clinical meaning, and none acts on such a reading. Routing is by stated rule, not by interpretation of what was said.
- ST-8.5
- The volume built in a period is stated before the engagement begins and does not accumulate across periods. Work beyond it is a different engagement, and §1.6 governs its boundary.
- ST-8.6
- Every automation built, changed or withdrawn is an action and is recorded, including the automation that was tried and not kept.
- ST-8.7
- No automation is put into service before it has been approved under §9.6. Each run is recorded, and the client space shows what each automation does, when it last ran, and its documentation.
- ST-8.8
- No automation declines, ranks, scores or deprioritizes an inquiry, and none instructs the practice's staff in a clinical act; every disposition of an inquiry is a named person's decision, recorded.
§9The client space
- ST-9.1
- The client space opens at signature, with the practice's particulars, the mandate and the pieces awaiting approval. The full record opens in it in the second week of the engagement, under §10.8.
- ST-9.2
- The default view of the client space is the letter. A letter is written for each week; it appears in the client space and is sent by email to each person at the practice who chose it. A week for which no letter was sent is covered by the next letter, which says so; nothing is backdated.
- ST-9.3
- A letter is signed by the person who does the work and is never sent unsigned. What it reports as done leads to the entries it rests on. Once sent, a letter does not change; a correction appears in a later letter.
- ST-9.4
- Where a letter states a count or a duration, it was measured, and the window it covers is stated with it. Where it rests on times the practice noted itself under §6.7, the letter says so.
- ST-9.5
- A piece awaiting approval is shown to each person whose approval it needs as it will appear, at its destination, with what changed since the version last approved or returned, and with when and where it will be published.
- ST-9.6
- A named person approves or returns a piece in one gesture, on the piece itself. Both are actions, recorded with the person and the time. A piece under several names waits for each of them; a returned piece comes back as a new version.
- ST-9.7
- An approval holds for the content approved. If the piece changes before publication, the approval no longer applies and the piece is submitted again. A piece not approved by its scheduled time is not published at that time.
- ST-9.8
- When a piece awaits a person's approval and they have not opened it, an email notice tells them so, with a link to the piece and none of its content. A person receives at most one such notice a day, never within the consultation hours the practice has declared and never during their absence. A link in an email never approves anything.
- ST-9.9
- A person at the practice can write a note from the client space, and the person who does the work answers it; no one else at the practice reads it. No reply time is committed. A note closes when the act that answered it is recorded or, where it asked only a question, when the answer is given; the time it took is measured and shown.
- ST-9.10
- A person at the practice can declare an absence in the client space. During it, nothing is published under that person's name and nothing is sent to them; their letters wait for their return. What else adapts is shown when the absence is declared, and the declaration and each adaptation are recorded.
- ST-9.11
- The mandate is shown in the client space. Anything published under a person's name is always submitted to that person, and that line of the mandate cannot be removed. The mandate changes by a note from a named person, and each change is recorded.
- ST-9.12
- The client space shows only the services in the practice's scope. A service in preparation is shown as such, and no date is given for a service that waits on a legal condition not yet met.
- ST-9.13
- The client space holds the documents that bind the parties — this standard in the version in force, the subscription, the business associate agreement and its list of subcontractors — and every letter sent. A dossier can be prepared from it at any time, under §10.11.
- ST-9.14
- Each person at the practice reads the client space, the letters, the notices and the answers to their notes in the language they choose: English, Spanish, French or Brazilian Portuguese.
- ST-9.15
- Nothing in the client space grades the practice or the work: no score, rating, ranking, target or comparison, and no color that judges. Lists of acts, pieces, notes, letters and inquiries are ordered by date, never by importance.
§10The record
- ST-10.1
- The record is available to the practice continuously, without asking and without a reporting cycle.
- ST-10.2
- The record is read most recent first. The letter and every other summary in the client space are views of it: each line that reports an act leads to its entry, and none replaces the record.
- ST-10.3
- The record carries no number that has not been measured. Where something was not measured, the record says so rather than estimating it.
- ST-10.4
- The record carries no score, grade or rating of the work. A color is a verdict, and this standard does not issue verdicts about work the practice is paying for and is entitled to judge.
- ST-10.5
- Anything awaiting approval is shown as awaiting approval, with the person it is waiting on named.
- ST-10.6
- The record is exported on request, in full, in a format that can be read without Standard. Nothing in the record is withheld from the practice it describes.
- ST-10.7
- The site and its content belong to the practice. On termination they remain the practice's, and the record goes with them.
- ST-10.8
- The full record opens in the client space in the second week of the engagement, and does not close while the engagement runs. An entry written before then is shown behind the line of the space that reports it, and is in the full record when it opens; from that moment, §10.1 governs.
- ST-10.9
- An entry is never edited once written, and is never deleted while the engagement runs; the database refuses any attempt by the application. An entry found to be wrong is corrected by a later entry that points to it, and both stay readable.
- ST-10.10
- Each entry cites the clauses it evidences in the version of this standard in force when the entry was written, and keeps that citation when a later version is published.
- ST-10.11
- A dossier states the selection it covers, what it includes and what it excludes, and the version of this standard in force for each entry. It is readable without Standard.
- ST-10.12
- A read, a draft, a preview, a notice and a note are not actions, and nothing is entered for them.
- ST-10.13
- Retention. Standard keeps the record for the engagement and for at least six years after its last entry; §10.9 governs while the engagement runs, and the practice receives the record in full under §10.6 and §12.9.
- ST-10.14
- Consents and authorizations are entries. Every consent, authorization and revocation the work relies on, every notice a site carries under §3.10, and every access to what a person sent (§11.9) is an entry with its time and the version of the words shown; the record holds the reference, never the content.
§11Limits
- ST-11.1
- This standard states what Standard does. It states nothing about whether a practice meets any obligation of its own.
- ST-11.2
- Nothing published by Standard is medical, legal or other professional advice, and nothing in the record is a regulatory determination. No assessing authority and no professional body has reviewed this document.
- ST-11.3
- Where a practice is subject to professional conduct rules, those rules are recorded as constraints and the work is executed inside them. Standard offers no view on what those rules permit; that is a question for the practice and its professional body.
- ST-11.4
- Standard holds and processes what a person outside the practice sends to a surface it operates — an inquiry, and the reply to it — acting on the practice's instructions and not for its own purposes. It does not hold the practice's own case, treatment or clinical records. What a person sends is held apart from the record, encrypted, and none of it is written into the record: an entry states that an action occurred and when, not what was said in it.
- ST-11.5
- A clause met is not an outcome achieved. This standard describes work performed to a stated condition, and makes no claim about what follows from it.
- ST-11.6
- Where this standard is silent, it is silent. An absent clause is not a permission and not a prohibition; it is work that has not been specified yet, and it is added by version rather than by assumption.
- ST-11.7
- Where Standard may not run a service in a state, the service is not offered there, and nothing in this standard implies that it is. A service that waits on a legal condition does not run until the condition is met, and no date is given for it.
- ST-11.8
- Standard operates surfaces and moves documents. It does not act on a patient, and forms no judgment about anyone's condition.
- ST-11.9
- US storage. What a person sends to a surface Standard operates, and anything else that could identify a patient, is stored only in the United States, with every copy and backup; Standard keeps no copy elsewhere. In the ordinary course only the practice reads it; Standard reads it only to perform a task the practice asked for, and each such reading is recorded (§10.14).
- ST-11.10
- A business associate agreement with every practice. Standard signs one with every practice before any information about a person reaches it, whether or not the practice is a covered entity, and holds one with every subcontractor that stores or processes that information.
- ST-11.11
- Breach notice. Standard tells the practice of a suspected security incident in what it holds for the practice within 72 hours of its own discovery, and of a breach no later than ten days after its own discovery, with the facts the practice needs for its own notices, and records each step.
- ST-11.12
- No sale, no own use, no training. Standard sells nothing it holds for a practice, uses none of it for its own purposes or to advertise, and trains no model on it.
- ST-11.13
- Erasure. What a person sends is erased 365 days after its last activity, or at the end of the period the practice instructs, which is never longer than 24 months; each erasure is recorded.
§12The relationship
- ST-12.1
- One person does the work, and is named on Standard's site. That person submits the pieces, signs the letters, answers the notes and holds the conversations.
- ST-12.2
- The first conversation is held by video with the person who does the work, in English, Spanish, French or Brazilian Portuguese, as the practice chooses. It establishes Standard's scope for the practice under §1.7, who approves, and which tools the practice already runs.
- ST-12.3
- After the first conversation, Standard writes to the practice, setting out what it would take on, the fee, who approves, and what it needs from the practice, asked once.
- ST-12.4
- In the first weeks the site is taken on, the practice's constraints, languages and named people are recorded under §2.6, and the first piece is submitted for approval. The full record opens in the second week, under §10.8.
- ST-12.5
- Where a tool of the practice allows access by invitation, Standard is given access that way, from the practice's own account, and no password is asked.
- ST-12.6
- Each week a letter is written under §9.2. Each month the person who does the work holds a conversation with the practice, by video.
- ST-12.7
- The fee is a flat amount set in advance, named in the first conversation and written into the contract, exclusive of any sales tax. It does not depend on inquiries, bookings, patients, procedures or the practice's revenue, is not tiered by volume, and is never refunded on outcomes. The subscription is a written order with a term of twelve months from the day the site is live, at that fee, invoiced monthly and never accelerated; after the twelve months it runs month to month at the same fee and is ended at any time by one message (§12.9). It is never renewed automatically into another term of more than one month; Standard sends one written reminder thirty days before the twelve months end, and changes the fee only on thirty days' written notice and with the practice's agreement. There is no set-up fee, and nothing is billed before the site is live. The site is live when it is published and a test inquiry has reached the person the practice named, and that is recorded; billing and the twelve months start that day, within the maximum number of business days the order form states. Within sixty days of that day one message ends the order: the practice pays only for the months delivered and keeps everything (§12.9). This standard, the record, the client space and a second language are never billed separately.
- ST-12.8
- The subcontractors Standard uses — what each does and where it stores data — are published. A change to the list is notified to the practice before it takes effect.
- ST-12.9
- One message from the practice ends the subscription at the end of any month after the first twelve months (§12.7); at any time within sixty days of the day the site is live; and at any time if Standard has not cured a breach of this standard or has stopped delivering, with the unused part of the fee refunded. The site is handed over working, with its content; the whole record is exported and handed over; each automation is handed over documented and running without Standard; accesses are returned. There is no exit fee. Within sixty days of the day the site is live (§12.7), one message ends the order with no reason given: the practice pays only for the months delivered, keeps everything, and the handover is the same.
- ST-12.10
- No referral payment. Standard pays no one for referring a practice to it, accepts nothing for referring a patient, a practice or a product, and endorses no practitioner to the public.
§13Paid media
- ST-13.1
- Paid media is the making and management of a practice's paid advertising on an advertising network's own advertising account. Standard makes the advertisements. The practice owns the advertising account, its payment method and every audience; Standard holds only the role the practice has authorized in writing, which the practice can revoke at any time, and each grant and revocation is an entry with its day.
- ST-13.2
- Standard holds no media money, pays no network and takes nothing from one. The media budget is the practice's and is paid by it to the network. The fee is the fee of §12.7: it does not change with the budget, with reach, or with leads, bookings or outcomes.
- ST-13.3
- Every advertisement is a piece approved under §2.5 and §4.11 by a licensee, exactly as it will run. It names the licensee as §4.12 requires and carries the statements §4.13 requires; an advertisement not so approved does not run. Standard places nothing the network's own rules for health and cosmetic advertising do not allow, and takes down what stops being allowed.
- ST-13.4
- No advertising tag or list. No advertising pixel, conversion tag or conversions interface is placed on a site Standard operates (§3.8), and no audience is built from a list of patients or leads (§5.11) or from visits to a site.
- ST-13.5
- A person who answers an advertisement is an inquiry like any other: consent is recorded under §5.10 before any text or call, and what the person sends is held under §11.
- ST-13.6
- Paid media runs for a practice only where its order form includes it. Where Standard may not run it in the practice's state (§11.7) it does not, and no date is given for it.
- ST-13.7
- Paid media runs on Meta (Facebook and Instagram), Google Ads and TikTok Ads, each on the practice's own account and under that network's own rules for health and cosmetic advertising, which an advertisement must meet before it runs. Where a network requires its permission for an advertisement of this kind, Standard does not run it until the network has granted it.
- ST-13.8
- Standard directs an advertisement only to people aged eighteen and over, and uses no lead form, customer list or other data feature of a network that the network's rules do not allow for health-related advertising.
- ST-13.9
- Standard sends no health information to a network by any route. An advertisement leads to a page of the practice's site served under §3.8, and what a person does on that page is not reported to the network.
§14Creatives
- ST-14.1
- Creatives are the images, videos, texts and layouts Standard makes for a practice's advertisements and publications. Standard makes them from the practice's published and approved facts and from material the practice supplies, with or without the help of artificial intelligence.
- ST-14.2
- Every creative is approved under §2.5 and §4.11 by a licensee, exactly as it will run or appear, and the approval is an entry in the record (§10). Nothing is published, run or sent to an advertising network before.
- ST-14.3
- §4.10, §4.14 and §4.15 bind a creative as they bind a page: no before-and-after image or testimonial, no price, discount or free offer, and no synthetic person or result.
- ST-14.4
- Standard uses in a creative only material it has the right to use, and records the license of any licensed material with the creative. A creative shows a patient only on the patient's recorded written authorization (§2.20).
- ST-14.5
- The creatives made for a practice are the practice's. They are handed over with their source files when the subscription ends (§12.9).
- ST-14.6
- Standard makes creatives for a practice only where its order form includes them. Where Standard may not make them in the practice's state (§11.7) it does not, and no date is given for it.
§15Social networks