I agree with you. The NCH Healthcare advertisement found in the July issue should not
have run, as written, in Canadian Family Physician
(CFP). The advertisement contravenes the Canadian Medical
Association Code of Ethics, as it promises financial reward for referring patients.
Fundamental responsibilities of Canadian physicians include considering first the
well-being of patients and not exploiting them for personal advantage. The Code of
Ethics clearly states that physicians should “avoid promoting, as a member of the
medical profession, any service (except your own) or product for personal
gain.”1
All advertising in CFP is reviewed before publication, and we
reserve the right to edit, decline, or withdraw advertising at the discretion of the
editorial department. All pharmaceutical advertising is precleared by the
Pharmaceutical Advertising Advisory Board. Nonpharmaceutical advertising not covered
by the Pharmaceutical Advertising Advisory Board is subject to approval by
CFP, including complying with the provisions of the Ontario
Human Rights Code 1990. Canadian Family Physician also endorses the
World Health Organization and United Nations Children’s Fund International Code of
Marketing of Breast Milk Substitutes.
In this circumstance the advertisement slipped through the CFP
review and was published. Canadian Family Physician withdrew the
advertisement for future issues.
Thank you for drawing our attention to this matter.
