Evening star. [volume] (Washington, D.C.) 1854-1972, 1930-01-04
RADIO MAKERS To
COMBAT QUACKS
Commission Appointed to In
veStigate All Medical
Advertising.
BY MARTIN CoDEL.

NEW YORK, January 4 CN.AN.A).-
The test of recognized authority and
the rule of cUnin.cn sense have been
adopted by radio broadcasters of this
area as the best way to combat medical
quackery on the radio.
Under the direction of New York
>stty's health commissioner, DR.. Shirley
Nynne, the broadcasters of this vicinity
have taken step toward regulating the
advertising of doubtful health nostrumS
which Is unique in American broad
casting.
BY common agreement among the
owners and managers of about 20 sta
tons in and near New York, it was de-
cided that DR.. Wynne shall name a
commission of public health officials
with whom broadcaSting officials can
confer before accepting programs spon-
sored by curatiVeS of any character.
This was suggested as an example to
be followed by broadcasters throughout
the country. In the absence of any
radio censorship authority. which could
be established by the Federal Govern
ment only. self-regulation was deemed
best in the interest of the public being
served and for the protection of the
stations themselves.
Quacks Take to Radio.
A conference with DR.. Wynne yester-
day followed his charges that the adj
VertlStng OF medicines, medical devices
and "cure-alls" of many sorts which
are barred from reputable newspapers
ana periodicals are finding outlets via
radio. DR.. Wynne urged the metro
polltan stations to establish a code of
ethics to guide them in accepting or
rejecting such broadcast material
Differences of opinion developed
among the broadcasters' meeting in
common counsel, but all who spoke
agreed that radio stations have a moral.
If not a legal, obligation to protect
their listeners from quack advertising.
Moreover, they agreed that the station
continuing to serve material of dubious
and sometimes downright false charac-
ter Jeopardizes its ability to hold its
audience.
The rejection of quack advertising was
rged as sound business policy" DR..
Wynne'S first suggestion was that the
stations seek the advice of such organ
izations as the Better Business Bureau.
the American Medical Association, the
American Public Health Association, or
State and local health societies before
broadcasting any kind of medicinal ad-
vertising.
The New York health commissioner
paid tribute to the code of ethics of
the National Association of Broadcast
ers, and proposed that something along
similar lines pertaining to medical pro-
grams be drawn up by the broadcasters
OF the New York area. The plea for a
formal code was rejected in favor of the
advisory machinery later proposed.
Ethics of BrOadcasters.
Among other things, the code Of
ethics OF the National Association of
BrOadcaSterS states:
Recognizing that the radio audience
includes persons Of all ages and all
types OF political social and religious
De1ef, every broadcaSter will endeaVor
to prevent the broadcaSting of any
matter which would commonly be re-
garded as offensive.
When the facilities of a broadcaster
are used by others than the owner, the
DroadcaSter shall ascertain the financial
responsibility and character of such
client, that no dishonest, fraudulent or
dangerous person, firm or organization
may gain access to the radio audience.
Matter which is barred from the
mails as fraudulent, deceptive or OBJ
scene shall not be broadcast
Every broadcaster shall exercise
great caution in accepting any adver-
Using matter regarding products or
services which may be injurious to
health.
mo broadcaSter shall permit the
broadcasting Of advertising statements
or claims which he knows or believes to
be false, deceptive or grossly exagger-
ated."
While the leading stations generally
follow these self-impoSed rules, the
smaller broadcasting stations have
found them more difficult to observe.
This has been due to the lack of inves-
tlgating machinery, but more largely to
their anxiety to secure any and all
revenue-producing accounts available.
New York City now places the respon-
sibility for selecting the good and bad
upon public officials. The success or
failure Of this scheme of voluntary CEN
sorship will be watched with interest by
the rest Of the country.
(Copyrieht, 1880, by North American News
paper AIlianceD