436                               LAWS OF MARYLAND                        [CH. 243

(f)   Violates any of the following requirements or limitations on
advertising.

(1)  Appointment cards may be issued if the information therein
is limited to matter pertaining to the time and place of appointment,
and that permitted on the professional card. A professional card shall
contain only the name of the licensee, the institution, if any, the
professional title or degree, address, office hours, and telephone
number.

(2)  It is unlawful for a licensee to advertise falsely, fraudulently
or in a manner likely to mislead the public or to announce his name
and or institution in any city, commercial, telephone or other public
directory in public or office buildings using display or boldface type.
Such listing may include any limitation of practice but shall not
include any claim of specialization or any reference to special services
or special equipment. It is unlawful to use the title "doctor" or its
abbreviation without further qualifying this title or abbreviation with
the word "veterinary" or "veterinarian" or his professional degree.

(3)  It is unlawful to advertise for patronage by means of handbills,
posters, billboards, circulars, steropticon slides, motion picture,
radio, television, newspaper, magazine, classified directories, or any
other printed publications or mediums; or by means of flamboyant,
glaring or flickering signs; or by means of any signs containing as
part thereof any representation of any animal or any part of an
animal. Lettering on signs, designating hospital, or owners name or
profession shall not exceed (8) eight inches in height. The Board may
promulgate rules to define and clarify, when necessary, the above
prohibitions against advertising.

(4)  The announcement by a veterinarian of the opening of a
practice or a new office, may include only the name, office address
and telephone number, any limitation in type of practice, residence
address and telephone number for use if office telephone does not
answer, and in addition thereto, the professional degree, office hours
and date of opening of office, and provided further that such an-
nouncement, if published in a newspaper, shall not be published in
more than three issues in the local newspaper, which publications
shall be consecutive, and provided further that such published an-
nouncement shall not exceed one column in width and one and one-
half inches (1½") in length.

(5)  It is unlawful for a licensee to hold himself forth as being
better qualified, or equipped in any one or all fields of veterinary
medicine, as respects the skill of the operator, the quality of ma-
terials, drugs, medicines, or biologicals used, or methods practiced
either verbally or by advertising.

(6)  Nothing contained herein is construed as preventing the listing
of veterinary hospitals in classified telephone directories under that
heading, provided such listing is under a business classification and
provided, further that in such listing the information provided with
respect to the veterinarians maintaining said hospitals shall conform
to the provisions of paragraphs 1 and 2 above.

(g)  Does not conduct his practice in a conformity to the rules pre-
scribed by the Board for proper sanitary and hygienic methods to be
used in the care and treatment of animals.