Advertising Rules and Regulators

December 2008
Marketing Health Services;Winter2008, Vol. 28 Issue 4, p22
Academic Journal
This article discusses laws and industry standards in health care marketing that are intended to prevent deceptive advertising. The U.S. Federal Trade Commission policies on deceptive advertising, the substantiation of advertising claims, and the Lanham Act are described. The ethical standards established by the American Marketing Association, the American College of Healthcare Executives, the American Hospital Association, and the Catholic Hospital Association are described. The role of hospital ratings organizations in the regulation of medical care marketing is also noted.


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