Gallery of Chiropractic Ads

Stephen Barrett, M.D.
November 28, 2019

This gallery illustrates how chiropractors advertised before the development of the Internet. I collected most of the newspaper ads from local papers, but some were mailed to me from other areas. Where many ads were placed by an individual chiropractor, I have grouped them into individual files.

A 13-city study published in a chiropractic journal found that of 5,456 chiropractors listed in the yellow pages during 1985 and 1986, 14.7% bought additional space in the regular listing section, 11.6% purchased large display advertisements, and 73.7% listed only their name and phone number. Of those who bought additional space, 10.8% advertised techniques, 11.6% mentioned symptoms, 14.7% mentioned injuries, 3% mentioned professional affiliations, and 4% offered free services. Since the late 1970s, I have collected more than 1,100 yellow-page display ads but have not done a statistical analysis.

Inclusion in this gallery should not be interpreted as an assertion that all of the ads were improper. Some were, and some were not. My intention in posting them is simply to illustrate what I happened to collect. To place the ads in perspective, please see the commentary articles listed below and other Chirobase pages that discuss the types of claims used in the ads.

Early Promotional Materials
Pennsylvania Ads and Fliers from the Late 1960s and Early 1970s
Newspaper Ads and Mailers from the Mid-1970s through the Mid-1990s
Yellow Page Ads
Internet Claims
Other Noteworthy Ads
Advertising Regulation

This page was revised on May 26, 2020.