[New forms of medical profession--advertising]

Particularly in the last two years, the legislation of Part V of the German Social Code has challenged the time-honoured system of the physician's own medical practice as the panel doctor's registered office. New forms of outpatient care, for example the health centres, "Heilkunde-GmbHs", and the recently-developed medical care centres, are intended to impact on patients' ambulatory healthcare. Due to the partial employee status of practice owners, and thus the relinquishing of the independent entrepreneurial structuring of their own practices, the construct of the traditional professional code of conduct for physicians is beginning to totter. It remains to be seen whether liberalisation of the model code of conduct will provide a remedy. The principle should, however, be adhered to that advertising in the physician sector must not be unethical, if we understand this to mean not strident, not confusing, and not comparative.