Thursday, May 31, 2012

False advertising: Making it real


In one story last week a Law Association audit found that executives routinely signed cheques without the trouble of authentication. In another, Independent Senator Subhas Ramkhelawan called for legislation to deal with miracle healers. Both stories deal with leading professions and the risks of quacks and invalids.
In the Senate, Mr Ramkhelawan suggested that legislation to outlaw advertising of miracle cures should be brought to Parliament to deal with the problem of false advertising by conmen. What he did not say was that some of these conmen were professionals themselves, trading way beyond their qualifications, skills and competence.

There are two main points on the Senator's complaint. First the problem is not absence of legislation but the failure to enforce what exists. And second, the Senator's comments should also be directed to all professional bodies whose members offer both products and services beyond their expertise.

Ultimately, whether it's the problems facing the Medical Board, Law Association or another professional body, it involves professional standards and professionalism; consumer rights, protection and the opportunities for affordable and accessible services; the challenges and dangers of the self-regulation of professionals and the need to end elitism and create transparency within professional bodies.

Of course Ramkhelawan's complaint is well founded. Who has not encountered a self-proclaimed "dentist" providing extractions, fillings and other regulated dental services? It is not unusual for people like to this to be called "doc" in the rush, a moniker not resisted. Bush lawyers require no introduction.

And the complaint could go a little deeper into the offer for sale of "health" and "weight loss" products and programmes, sexual performance aids and "enhancers", "energy" drinks and products, and the services of fortune-telling, palm readings, obeah and exorcism.



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