title: The view and responsibility of the advertising agency toward advertising claims.
abstract: Health care advertising agencies must create communication that is simultaneously creative, scientifically accurate, relevant, within fair balance, simple, motivating, within approved labeling, and approvable by the client, the dental profession, and regulatory bodies. The advertising must also stimulate sales of the product being advertised. Subjective decisions concerning these requirements place the agency and its client at risk for financial losses and embarrassment.
authors.affiliation: Sweeney and Partners, Montvale, NJ 07645.
authors.forename: T M
authors.initials: TM
authors.lastname: Sweeney
mesh_terms: D000329:Advertising / Q000331:legislation & jurisprudence* / Q000379:methods / Q000639:trends; D003729:Dental Care; D004989:Ethics; D009910:Oral Hygiene; D004364:Pharmaceutical Preparations; D014481:United States; D014486:United States Food and Drug Administration / Q000331:legislation & jurisprudence
chemical_list: D004364:Pharmaceutical Preparations