Deception in advertising and marketing: ethical applications in rehabilitation.

A much discussed issue in contemporary discussions of health care reform is the considerable competition that is anticipated to occur among providers. An inevitable aspect of this competition will be the ways health care services are presented in the marketplace through advertising and other forms of promotional literature. Considerable concern has already emerged among certain rehabilitation professionals, however, that advertising and marketing practices in rehabilitation must cohere with ethical standards. This article will discuss certain aspects of those standards, particularly as they have evolved from the Federal Trade Commission's definition of and rulings on deceptive practices in advertising. Salient aspects of the Commission's 1983 definition of deception will be related to rehabilitation by way of examining instances of rehabilitation advertising and marketing that might satisfy the Commission's definition of deception. The article will conclude with certain recommendations, principally drawn from various Federal Trade Commission rulings, that might be useful to individuals or corporate entities who advertise or market rehabilitation services.