Advertising — Use of Business Cards—P.E. Designation
Case 128
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Situation 1. Engineer A’s actions were not consistent with the NSPE Code of Ethics.Situation 2. Engineer A’s actions were consistent with the NSPE Code of Ethics.Situation 3. Engineer A’s actions were consistent with the NSPE Code of Ethics.Situation 4. Engineer A’s actions were consistent with the NSPE Code of Ethics
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The manner in which engineers advertise, represent themselves, or offer their services to the public has long been a subject of NSPE Board of Ethical Review opinions. Opinions have ranged from classified advertising to the use of the Engineers' Creed in political advertisements, to calendars and pencils, to direct mail solicitation, and more. In fact, the BER Consolidated Reference Table identifies over 30 previous cases directly dealing with advertising considerations. Clearly, the subject of advertising has been among the most examined ethical issues considered by the NSPE Board of Ethical Review.
It is also appropriate to observe that opinions about the ethics of professional advertising have changed over time. As a result of legal challenges to professional society codes of ethics during the 1960s and 1970s, the examination of ethical issues relating to advertising are now tempered with strong cautions relating to commercial free speech and antitrust considerations. In particular, BER case numbers 79-6, 82-1, and 84-2 incorporate this perspective.
This Board believes that contemporary questions about the ethics of advertising can be addressed relative to two primary considerations identified in the NSPE Code of Ethics. First, a fundamental principle is that such advertising must be conducted in a manner that is truthful and not misleading or deceptive. Second, such activities must conform to state registration laws and rules of practice. In both cases, the engineer’s obligation is not just to satisfy the letter but also the spirit of the Code, consistent with upholding the dignity and integrity of the profession.
Other observations also have a direct bearing on the ethics of advertising relative to the use of business cards. With respect to regulation of the practice of engineering, this Board recognizes that the states have laws which restrict engineering practice to those persons who are duly licensed in that particular state. Further, some states have regu...
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Situation 1. Engineer A is licensed in States B, C, and D. Engineer A participates in a business meeting in State E and hands out a business card indicating that he is a P.E. The business card lists Engineer A’s name, phone, fax, and e-mail address but does not list a mailing address, nor does it identify the states in which Engineer A is licensed.Situation 2. Engineer A is licensed in States B, C and D. Engineer A is invited to a business meeting in State E and hands out a business card indicating that he is a P.E. The business card indicates that Engineer A is licensed in States B, C and D and lists Engineer A’s mailing address, etc. in State E.Situation 3. Engineer A’s business card notes that Engineer A’s offices are in State B but that Engineer A is licensed in State C only. Engineer A resides and performs non-engineering consulting services in State B. Engineer A hands out his business card in State C.Situation 4. Engineer A is licensed in State B and his business card contains only State B information. On a social visit to State C, Engineer A provides his business card to a non-engineer Friend X. Friend X shares the card with Engineer D, telling Engineer D that Engineer A recently gave Friend X the card while visiting State C. Engineer D reports Engineer A to the State C engineering licensure board.
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Were Engineer A’s actions ethical in situations (1), (2), (3), and (4)?
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59
Total Entities9/9
Components Populated9/9
With EmbeddingsCombined Embedding
Roles
R
w=0.12
384D
Engineer A Licensed Engineer
Licensed engineer who hands out business cards indicating P.E. status in four situations spanning states where he is...
Engineer D Engineer
Engineer who receives Engineer A's business card from Friend X, learns it was given while Engineer A was visiting...
Friend X Non-Engineer Friend
Non-engineer who receives Engineer A's business card during a social visit to State C and shares the card with Engineer D.
State C Licensure Board
The State C statutory licensure body to which Engineer D reports Engineer A after learning Engineer A distributed...
NSPE Board of Ethical Review
Adjudicates the four business card fact situations, finding Situation (1) not acceptable for lack of a physical...
5 entities
Principles
P
w=0.2
384D
Honesty in Licensure Representation
In Situation 2 Engineer A's card expressly states that he is licensed in States B, C and D, and in Situation 3 the...
Licensure Compliance in Card Distribution
Engineer A distributes business cards indicating P.E. status in four fact situations that span states where he is...
Honesty in Business Card Advertising
The Board holds that business cards and other marketing materials must be truthful and not misleading or deceptive,...
Licensure Compliance in Advertising
The Board holds that advertising activities must conform to state registration laws and rules of practice, that...
Professional Dignity in Code Spirit
The Board frames the two primary advertising considerations, truthfulness and licensure conformance, as obligations...
5 entities
Obligations
O
w=0.15
384D
Engineer A Business Card Address Duty
To avoid confusion or any appearance of deception about licensure, Engineer A's business cards should identify a...
Engineer D Reporting Judgment Duty
Engineer D should exercise appropriate judgment and discretion before bringing a matter concerning another...
Engineer A Licensure Disclosure Duty
Engineer A must accurately identify on his business card the states in which he is licensed when the card represents...
Engineer A Licensure Compliance Duty
Engineer A must comply with the engineering licensure requirements of the states in which he represents his P.E....
Engineer A Marketing Accuracy Duty
Engineer A must make sure that the information he uses to market and communicate services, including his business...
Engineer A Code Spirit Duty
In conducting his advertising and self-representation, Engineer A must satisfy not just the letter but also the...
Business Development Engineer Firm Licensure Duty
A business development engineer who tenders business cards in a state where he or she is not personally licensed...
7 entities
States
S
w=0.1
384D
State E Card Licensure Disclosure
Situation 1 Licensure Misperception Risk
Evolving Advertising Ethics Standard
States B C D Licensure
Non-Engineering Consulting In State B
Offices B License C Card Disclosure
State E Card Licensure Omission
State C Only Licensure
State B Only Licensure
Report To State C Board
Situations 2 and 3 Truthful Representation
Situation 4 Proper Card Distribution
Conventional PE Card Assumption
Reduced Marketing Update Cost
14 entities
Resources
Rs
w=0.1
384D
BER Consolidated Reference Table
BER Consolidated Reference Table (topic: index of prior BER cases dealing with advertising considerations)
NSPE Code of Ethics
NSPE Code of Ethics (topic: truthful, non-deceptive advertising and conformance with state registration laws)
BER Case 79-6
BER Case 79-6 (topic: commercial free speech and antitrust considerations in professional advertising)
BER Case 82-1
BER Case 82-1 (topic: commercial free speech and antitrust considerations in professional advertising)
BER Case 84-2
BER Case 84-2 (topic: commercial free speech and antitrust considerations in professional advertising)
5 entities
Actions
A
w=0.1
384D
Incomplete Card Distribution
Transparent Card Distribution
Disclosed Licensure Card Distribution
Social Card Distribution
Card Sharing
Licensure Board Report
Business Etiquette Determination
Situational Ethics Determination
8 entities
Events
E
w=0.08
384D
Business Meeting Invitation
Card Receipt
Board Notification
Ethics Codes Legal Challenges
4 entities
Capabilities
Ca
w=0.07
384D
Engineer A Licensure Disclosure
Engineer A exercises the competence to communicate material licensure facts by listing on his business card the...
NSPE Board Precedent Reasoning
The Board grounds its analysis of the four business card situations in over 30 prior BER advertising cases and in...
NSPE Board Normative Framework Assessment
The Board identifies the two primary NSPE Code considerations governing advertising, truthful and non-deceptive...
Engineer A Licensure Representation Accuracy
Engineer A exercises accurate credential representation in Situations 2 and 3 by preparing business cards that...
Engineer D Regulatory Reporting
Engineer D exercises the competence to communicate a material professional concern to the party entitled to it by...
Engineer A Normative Framework Assessment
Engineer A's duty to comply with state engineering licensure requirements and to satisfy the letter and spirit of...
NSPE Board Threshold Distinction
The Board draws the line between tendering a business card, an accepted business etiquette, and an offer to do...
7 entities
Constraints
Cs
w=0.08
384D
Business Development Engineer Solicitation Limit
A business development engineer must not engage in business development activities or prospect for work in a state...
Engineer A State B Practice Limit
Engineer A must not perform engineering services in State B, where he holds no professional engineering license, so...
Engineer A State C Representation Boundary
Engineer A must not practice engineering or hold himself out as a licensed professional engineer in State C, where...
Engineer A Deceptive Card Prohibition
Engineer A must not represent himself through advertising or business cards in a manner that is misleading or...
4 entities
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