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In June 2005, following "two years intensive work", the World Federation of Chiropractic (WFC) finally reached agreement on "the most appropriate public identity" for the chiropractic profession: "The spinal health care experts in the health care system". However, as this new identity appears to make provision for the continued use of a number of pseudoscientific chiropractic practices, including vitalistic subluxation-based practices, is it likely to convey anything meaningful or reassuring to the public? NOTE: In order to make fully informed choices about their health care consumers have the right to be told that the practice of real chiropractic is built on the belief of a fictional lesion — the chiropractic subluxation — and its unproven deterimental effects on human health. Further, consumers have a right to be told that, even when unstated or denied, the concept of subluxation is still very much fundamental to the practices of many chiropractors in the UK and elsewhere.