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July 1962

Medical "Advertising" in the Lay Press

Arch Otolaryngol. 1962;76(1):1. doi:10.1001/archotol.1962.00740050005001

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Ten principles of medical ethics are listed in a small folder published by the A.M.A. in 1957 as "standards by which the physician may determine the propriety of his conduct in his relationship with patients, with colleagues, with members of allied professions, and with the public." Section 5 includes the sentence, "He should not solicit patients."

It requires no imagination to see the harm to the public should physicians begin to use billboards, newspapers, magazines, television, or other forms of commercial advertising to solicit [ill] for their practice, and yet, undoubtedly, the most effective advertising of a physician is to have an article appear in a newspaper or magazine describing a new "miracle" technique employed by him and including his full name and his city or hospital, so that the prospective patient may easily find him!

Fenestration surgery, representing a real "break-through" in the therapy of chronic deafness due to

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