Connecticut Dept of Consumer Protection Issues Updated Advertising Guidance

  • Restricts the use of the word “care” in HCA advertising

Earlier this month, the Connecticut Department of Consumer Protection (DCP) updated its advertising guidance for Homemaker Companion Agencies (HCA) banning the use of the word “care” in any advertising, stating that the use of the word suggests medical services that are outside the scope of services HCAs are credentialed to provide. Additional words cited as prohibited include “patient”, “healthcare”, and “nursing”. The DCP recommends using words such as “services” or “assistance” instead.

Moreover, HCAs are also stricken from advertising their employees’ credentials, such as “home health aide” or “CNA”, even if their employees do indeed have such credentials, again citing this has the potential to mislead the public as to the scope of services provided.

NAHC connected with Tracy Wodatch, President and CEO of the Connecticut Association for Healthcare at Home, for input. As expected, Tracy reported that Connecticut’s providers are insulted by this restriction, arguing that “the term ‘care’ does not insinuate ‘medical care’. Our care providers…provide ‘care’ in the home every day and it is because of this ‘care’ that people are able to stay in their homes.”

Connecticut SB1025 An Act Implementing the Homemaker-Companion Agency Task Force was to have a public hearing earlier this week, however, it was postponed due to a statewide internet outage.

The rescheduled hearing is today, Thursday, February 23rd. NAHC will provide updates as soon more information is available.

If you have questions about this issue or anything to do with private duty home care, please contact Kristen Wheeler, Executive Director of Private Duty Home Care at NAHC at