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March 18, 1911


JAMA. 1911;LVI(11):819. doi:10.1001/jama.1911.02560110041022

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The fight during the last five or ten years for decency and truthfulness in advertising has had one result: many newspapers and magazines no longer accept advertising "copy" in which untruthfulness and fraud are evident. As a corollary of this state of affairs, many advertisers no longer prevaricate in the advertising pages of the journals they patronize; they confine their untruthfulness to the circular letters and advertising leaflets which they send out direct. For this reason it has become increasingly difficult to convince publishers that many a firm whose advertising they accept is perpetrating a fraud on the readers of their magazines and newspapers.

This point was recently emphasized in a letter from the editor of a popular health magazine—Life and Health—calling attention to the degree of watchfulness that a publisher must exercise, if he desires to keep his advertising pages clean. The editor in question sent us

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