(1)    Unprofessional conduct includes without limitation because of enumeration:

      (a)    Any conduct of a character likely to deceive or defraud the public;

      (b)    Loaning of an optometric license or certificate to anyone;

      (d)    Splitting or dividing any fee for optometric service with any person, except an associate licensed optometrist; or

      (e)    Engaging in conduct unbecoming a person licensed to practice.

   (2)   Unprofessional advertising includes advertising professional superiority or the performance of professional services in a superior manner.