Advertising by Medical Professionals—A Healthy Outlook

Abstract

The opening up of the professions to advertising does not yet include the medical profession, and the author argues that this exclusion is unwarranted. Far from being against the public interest, he suggests that patients are not only capable of using more information, but that improvements in medical practice will flow from this. The experience of the legal—and other professions—following the relaxation of advertising rules is discussed together with the problems arising. The conclusion is that advertising by the medical profession is worth at least a trial and that liberty to advertise be extended to consultants and hospitals.