A discussion of the ethics of advertising may at first seem superfluous to the respectable physician, or, at least, not to interest him personally. "A gentleman," he will say, "knows how to conduct himself without consulting a written code. Reputable physicians do not advertise, and therefore nothing more need be said on the subject." But we are sometimes called on to pass judgment on the acts of others, and then the dictates of a sound conscience, which are sufficient to determine one's own conduct, require to be formulated into rules, in order that we may proceed with that order essential to justice. But, besides, is it true that reputable physicians do not advertise? Is it not rather true that all physicians, consciously or unconsciously, willingly or unwillingly, advertise and are advertised?
Is the trail of the serpent, then, over us all? Not at all. For there is objectionable advertising and