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Correspondence
February 2001

No Relationship Between Advertising and Editorial Acceptance

Arch Ophthalmol. 2001;119(2):308. doi:

In reply

Mr Hoffman responds to my editorial on targeted medical advertising. I suspect that the point of my editorial was misunderstood, as I did not state that all advertising by device or pharmaceutical manufacturers was inappropriate in medical journals. I specifically pointed out that this is how most journals derive the revenue needed to operate. Rather, I was addressing the issue of targeted advertising, and cited the example of a letter distributed at our board meeting in which an ophthalmic device manufacturer offered to place an advertisement in a specific issue of the ARCHIVES if that issue contained an article about the device by a specific author. To me, this is very different from allowing drug or device manufacturers to place ads in a journal that are unrelated to the acceptance or rejection of specific favorable articles. There was nothing rhetorical about my asking journal editors to disclose their policy to their readers. Readers have the right to know, and editors the responsibility to disclose, whether journals accept such offers from manufacturers.

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