I support the government here, as in many truth-in-advertising cases. If the advertiser wants the viewer to lobby governments and insurance companies to carry an untried new treatment, the viewer should be able to weigh whether it would force government and private plans toward insolvency.

In general,we would have a more honest and efficient marketplace if, as in Europe, advertisers were required to sell their products at the advertised price (which would *include* value-added and other taxes, “fees”, etc.) Examples: (1) travelers would be warned by truthfully advertised lodging prices if tax-happy cities were getting too greedy. (2) It would actually be possible to comparison shop cable packages, phone services, internet access, etc.