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加利福尼亚牙科医生协会
诉
美国最高法
联邦贸易委员会案院
CALIFORNIA DENTAL
ASSOCIATION V FEDERAL
TRADE COMMISSION
Facts Procedural History
The California Dental Association( CDA) a nonprofit association of
al dental societies to which 75% of California dentists belong provides
its members with insurance and financing relations for members benefit.
rangements, and engages in
lobbying, litigation, marketing, and public
Members agree to abide by the CDa's Code of ethics, which prohibits
false or misleading advertising
The Federal Trade Commission(FTC) brought a complaint against the
CDA, alleging that the CDa's guidelines restricted two types of truthful,
non-deceptive advertising: price advertising and advertising relating to
the quality of dental services and therefore had violated section 5 of the
Federal Trade Commission Act(FTC Act)
An Administrative Law Judge(AL) held that the ftc had jurisdiction
over the Cda and found a violation of section 5 of the ftc act. The Ftc
adopted most of the ALJ's factual findings and held that the price of the
advertising, as well as the non-price, restrictions were violations
Sherman and FTC Acts under an abbreviated rule-of-reasouanal
Code of Ethics( Code) including the following 8 10
Although any dentist may advertise, no dentist
shall advertise or solicit patients in any form
of communication in a manner that is false or
misleading in any material respect. In order to
properly serve the public, dentists should
represent themselves in a manner that
contributes to the esteem of the public. Dentists
should not misrepresent their training and
competence in any way that would be false
or misleading in any material respect.
FTC found
On its face, the Code of Ethics governing CDA members
barred false and misleading advertising.
In practice, CDA banned advertisements that
) dental fees were“ reasonable”;
1i) offered across-the-board discounts;
(iii) made quality claims
The FtC found that restrictions on discount advertising were
per se unlawful. Alternatively
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