Incentive is a product or device given for free or sold at a reduced price as a complement to a different product or service. The College of Chiropractors of Ontario (CCO) does not prohibit chiropractors from offering discounts and incentives to patients, so long as there is no third-party payor involved (e.g. the patient is paying for the products and/or services themselves and does not submit the expense to their EHC plan). Insurance companies do prohibit the practice of offering incentives of greater than nominal value because it may result in excessive or unnecessary use of benefits.