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Physicians and Publicity
The profession in South Africa is in many ways conservative. Its tradition is mainly that of the London and Edinburgh schools. Since the beginning of the century, however, more and more men who have qualified in America or on the continent have been registered. The difference between the English tradition and that of the continental schools is strikingly seen in the attitude of the two schools toward "advertising." The English school meticulously eschews anything that may savor of advertisement. The continental school takes a common sense interpretation of the term "advertisement" and condemns only such advertisement as is clearly designed to attract patients or to enhance the commercial value of the practitioner's services. With the formation of the South African Medical Association, five years ago, these differences were discussed and amicably settled in the code of ethics, which lays down what may to all intents be called
CAPE TOWN. JAMA. 1931;96(18):1523-1524. doi:10.1001/jama.1931.02720440071023