I often see these commercials for the Cancer Treatment Centers of America, and I find them misleading and unethical. I can’t seem to embed the video, but it can be found at this link. Most of their commercials are all about giving the patient “hope” where there was no hope before. But each commercial also carries a disclaimer: “No case is typical. You should not expect these results.” So the CTCA are suggesting that you should have hope and that they will offer you hope when other MDs fail to do so, but that you should also no have hope that it will work for you (although here “hope” is replaced with “expect”).
1. Legal Reasons for Disclaimers in Medical Advertisements
The reason for the disclaimer results from a lawsuit in the 1990s:
Cancer Treatment Centers of America was the subject of a Federal Trade Commission (FTC) complaint in 1993. The FTC alleged that CTCA made false claims regarding the success rates of certain cancer treatments in their promotional materials. This claim was settled in March 1996, requiring CTCA to discontinue use of any unsubstantiated claims in their advertising. CTCA is also required to have proven, scientific evidence for all statements regarding the safety, success rates, endorsements, and benefits of their cancer treatments. CTCA was also required to follow various steps in order to report compliance to the FTC per the settlement.
Cancer centers and hospitals in general (including Cancer Treatment Centers of America) have been the subjects of some controversy over their advertising. Many doctors and other observers have noted that many cancer organizations’ advertising are sparsely regulated and, therefore, often contain unsupported and misleading claims as to the efficacy of their cancer treatments.
In 2001, the FDA issued CTCA a Warning Letter concerning three clinical trials that were conducted in violation of FDA requirements. (From Wikipedia)
I understand that there are legal reasons for the disclaimer. Nevertheless, I find it creates an odd message overall. It also illustrates some of the problems with advertising in medicine.