Physician Advertising in the United States Since 1980

Abstract

Following a 70-year prohibition, physician advertising was legalized in the United States in 1980. Since then major developments in the scope and type of advertising by medical professionals have occurred. Medical advertising, however, remains heavily regulated and actual use is still limited. This article reviews the history of physician advertising prior to its prohibition in the early twentieth century, activities in the 1970s leading to its legalization, and current types and practices of physician advertising. Physician advertising has been necessarily derivative, adapting existing forms of trade and retail advertising practices. New promotion practices will be developed for medical services, however, once issues are resolved concerning the components of physician services advertising. The issues discussed are: limits of taste; communicating medical technology; targeting the audience; packaging services; product claims; deceptive advertising; and level of expenditure.