Advertising in Medicine — A Physician's Perspective

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Abstract
A campaign against the American Medical Association's bans on commercial advertising opened in December, 1975, when Mr. Alfred Dougherty, a deputy director in the Federal Trade Commission's (FTC) Bureau of Competition, held a news conference.1 He said that advertising would create an informed public, beneficially affect prices and create competition.The AMA subsequently explained that advertising is permitted when the effect is to inform (such as listing telephone numbers and office locations).2 In contrast, solicitation is not permitted because the form and intent are self-serving (as in testimonials and other selflaudatory "commercials"). Then, on June 27, 1977, the United States . . .

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