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ABSTRACT. We outline the tests used by the Federal Trade Commission (FTC) to determine whether advertising is unfair or deceptive. Our focus is on how the FTC views non-traditional health-related products and treatments. To help illustrate the application of the FTC advertising tests, we show how they can be used to assess claims made by some Community Acupuncture clinics that patients treated in a group setting gain treatment benefits from group energy (“communal qi”). pp. 11–24

Keywords: alternative medicine, community acupuncture, deceptive advertising, Federal Trade Commission

ROBERT KENAGY
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School of Business & Economics
Indiana University South Bend
DAVID VOLLRATH
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School of Business & Economics
Indiana University South Bend
MARK FOX
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School of Business & Economics
Indiana University South Bend

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