Code of professional conduct

Historical Significance: This is the Victorian Optometrical Association's code of professional conduct of 1950 which deals with advertising, appearane of practice premises, display of frames and corporate practice. In general the code emulates medical practice at the time with regard to restraint in advertising and establishing a professional rather than commercial presentation to the public. The profession in general, but not universally, aspired to being seen as professionals rather than retailers. This was before fashion frames and before the lay corporate world found out that it could make money by exploiting optometrists and optometrists felt they had to compete on commercial terms rather than professional ones.The illustrations are of the practice of Bertram and John Nathan at 115 Collins Street.