AMA Code Of Medical Ethics

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The communication may include (1) the educational background of the physician, (2) the basis on which fees are determined (including charges for specific services), (3) available credit or other methods of payment, and (4) any other nondeceptive information (American Medical Association “AMA” Code of Medical Ethics’ Opinion on Physician Advertising, 2010).

Physicians’ professional services should not be advertised or offered in ways which might motivate the patient to consent to such services because no fee or a reduced fee is attached. Similarly, physicians’ services should not be presented in a way which might motivate the physician to provide a service to a patient who might be unsuitable. Any inducement or incentive to a patient may interfere with the patient’s autonomy and with the physician’s responsibility. Issues which arise in the context of inappropriate inducements or incentives include the following:
- The creation of unnecessary patient risk and in some situations, patient harm.
- The minimization of the risks inherent in medical interventions.
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- The limiting by contract of physician access to essential patient information.
- The potential violation of the patient’s right to privacy. (Professional Standards and Guidelines – Advertising and Communication with the Public, 2012).

Therefore, physicians should not promote or advertise medical services that might include the perception of coercion, inducement, enticement, or inappropriate incentive (Professional Standards and Guidelines – Advertising and Communication with the Public,
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