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All tricks allowed?
Andrzej Ignaciuk
Recommended citation format: Ignaciuk A: Wszystkie chwyty dozwolone? Estetol Med Kosmetol 2012; 2 (4): 99-100. DOI: http://dx.doi.org/10.14320/EMK.2012.020
Abstract
"All tricks allowed" - is a comment by the President of the Polish Society of Aesthetic and Anti-Aging Medicine on the recent situation
in which illustrated magazines attempt to create "experts in aesthetic medicine". The author turns our attention to the fact that the popular press is interested primarily in making financial profit at any price, and not in ensuring the high quality of medical services. Mass media are not appointed, nor do they possess the competences necessary for assessing the professional and ethical merits of physicians.
The President of the Polish Society of Aesthetic and Anti-Aging Medicine stresses that building the professional image of a doctor, including practitioners in aesthetic medicine, based upon sponsored articles in lay magazines, is against medical ethics and professional etiquette, and in the long-term perspective it may result in the deterioration of the standing of the whole professional group.
Keywords: aesthetic medicine, marketing, surreptitious advertising, sponsored articles, professionalism, professional ethics, professional etiquette
| Reprint (PDF) | Streszczenie | DOI: 10.14320/EMK.2012.020
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