BULK RATE U. S. P~slaq. PAID ALBANY. N. Y. 413 NORTH PEARL STREET Permit No. 1648 ALBANY 1, NEW YORK Form 3547 Requested

This excellent Patient Education piece "Mr. Grimes is a Success" -a colorful 1 I" x 17" folder perfect for your office. Offered to you through the courtesy of your Ticonium Lab­ oratory listed on the inside.

is sent to you with the compliments of your TICONIUM LABORATORY tic March 1959

of recent Committee Meetings .. . "; however, in the minutes of the Senate hearings there are no re­ CHOOSING ports from Bristol-;\lyers.* The director also stated TIC ~ that their data in support of their claims are "quite A MAGAZINE FOR valid" and therefore they are loath to accept some of DENTISTS A PRACTICE-BUILDING the negative comments voiced by certain speakers. DENTAL HYGIENISTS Company: Lever Brothers Company. DENT AL ASSIST ANTS LOCATION Product: Pepsodent, Stripe. Ingre dients: Irium is the same foaming agent as Editor, Ipana's \VD-9-sodium lauryl sulfate. Joseph Strack in the public a greater awareness for dental care hy Advertising claims: "You'll wonder where the yellow Contributing Editors, their vast amount of ach·ertising. 00 0000 COal] went, when you brush your teeth with Pepsodent." Arthur H. Levine, D.D.S. Dentistry'S spokesmen recognize there is some o 0 D " Irium fi ghts tooth decay." "The best-tasting way Joseph Murray, D.D.S. II [j substance to this argument, but say that dentistry'S c to fi ght decay." "Stripe's Hexachlorophene seeks own program of dental health education should not Art Director, fJ iJ £J q out and destroys germs even in the tiny crevices be underestimated. They say the manufacturers Edward Kasper where no toothbrush can reach." could do a much more effective educational job by BY CHARLES P. FITZ-PATRICK ADA charges: There is "no evidence that supports emphasizing, not minimizing, the basic princi pIes of March 1959 Vol. XVIII No. 3 these claims." Once again the Association pointed the profession's educational program-proper use of CONTENTS out that the efIectiveness of a substance in a test the toothbrush, brushing immediately after meals, "vVhen a practitioner's temperamen t equips him to fit his oper­ tube, this time hexachlorophene, docs not mean it reducing carbohydrate intake, and so forth. CHOOSING A PRACTICE-BUILDING ations into an uncommon but above-average opportunity, he LOCATION will be effective in the mouth. The Association It would he of benefit to all if the government set A dentist explains how he benefits his patients and himself by accepting the challenge." commended the majority of ads for Pepsodent which up standard techniqu.~s for testing dentifrices tha t built a practice "more Sllccess­ Eighteen months ago the young eastern dentist who offered this fully and faster hy purposely played up the cleansing value rather than the cura­ "mild be acceptible to dentistry and, hopefully, the avoiding a 'plush' location .... " opinion had selected a ground-floor, former store property in tiYe properties. manufacturers. In that way the major point of con­ SCIENCE, THE NEWS, AND , rhich to es tablish his practice. Company 1'elmttal: Lever Brothers reported that in­ flict, evaluation and interpretation of various test­ THE PUBLIC The dentist's choice was based on the conviction he could build If you have ever wondered formation on Stripe's effectiveness would be included ing procedures, might be resolved. Then perhaps what the public l'eaction is to more successfully and faster by purposely avoiding a "plush" loca­ in an article describing their tes ting procedure to organized clentistry and the dentifrice manufactur­ dental and other health news, tion that, he feels, is uninviting to a certain type of prospective determine the reduction of oral bacteria. This arti­ ers, along " 'i th the National Institute of Dental R e­ you will find the answer here. 3 patient. During the year and a half since he opened his office door cle appeared in the Joumal of the American Pharma­ search, could develop a format of cooperation that THE NEW DEPRECIATION he has convinced himself of the soundness and profitableness of ALLOWANCE ceutical Association. might point the " 'ay toward a truly caries-preventive If you purchased any equip­ his theories. The flow of patients to the dentist's chair has in­ After thousands of v 'ords of testimony by the AD A den tifri ceo ment in 1958, read this-and creased steadily. sa ve tax dollars. 4 spokesmen alleging false and misleading advertising 446 Clinton Place His office, attractively styled to give it an interesting and pro­ Newark 12. :'\ . .1, LUNCH HOUR and by representatives of m anufacturers defending A dental wife makes a plea to fessional appearance, is surrounded by small retail stores on a their advertising-what conclusions can we draw keep the dental assistant's business street in a residential area. The section is populated by lunch hour inviolate. 5 from this controversy? The subcommittee recog­ those drawing incomes [rom mechanical trades, civil service, cleri­ nized the fact that lhe Federal Trade Commission A CENTURY OF PROGRESS: DENTAL EQUIPMENT cal and sal es employment. :\fost of the families to whom the dentist was not discharging its statutory responsibilities to A pictorial story of the devel­ has exposed his services have moved up considerably on the fi nan­ halt or prevent deception in the advertising of den­ opment of the dental instru­ ment case through the years. 6 cial scale within recent years. They are moderately well-educated, tih-ices. The commission pleaded lack of resources A FIRST IN THE MIDDLE EAST: A NEW although many still cling to the idea that the professional m an is to do the job properly. The ADA suggested that the SCHOOL OF DENTRISTY aloof and the fe es he charges are likely to be based on the exclusive­ jurisdiction over the advertising of dentifrices be A photo-story of the Dental ness of his working surroundings. "You must take dentistry to I School of the Hebrew Univer- transferred from the commission to the Food and I sity in Israel. 8 this segment of the population," the dentist insists. "These are Drug Administration. It was further recommended ~o~o$o Ti WHAT THE ADA MEANS TO YOU the men and women more inclined to procrastinate than to tele­ that scientific proof of claims made by dentifrice The story of what the Associa­ WE-- GIVE phone for a dental appointment." manufacturers be required, as proof of claim made tion does for the public and GREEN the dentist , . 10 These are challenging conditions, the dentist admits, but in by cigarette manufacturers is required. Finally, it STAMPS THE DENTIFRICE BATTLE numbers and in ability to pay for professional services this "native "'as recommencled that a code of fair advertising Q An account of the ADA's fight stock" portion of the population represents an almost untapped practices for dentifrices be established and that ap­ E) against misleading claims made by toothpaste manufac- source of high dental office r evenue. In his own case he is aware propriate legislative committees of Congress con­ turers. 13 of a reversal of some former conditions. His comings ancl goings sider "whether statutory changes are required for ~ PUBLISHED MONTHLY BY TICONIUM in the business area have made him known personally to many of more effective enforcement action in the field of 413 N. Pearl St., Albany L N. Y. '-'...... those who shop in the section. This has contributed to destroyi ng false and misleading advertising." COPYRIGHT, 1959 the "aloof" myth. His office is seen regularly by hundreds who J\'lanufacturers claim that they have awakened TICONlUM DIVISION CMP INDUSTRIES, INC. make purchases in the neighboring stores. The result is famili­ the public's need for oral hygiene and have instilled ALBANY. NEW YORK arity that generates more and more acceptance of the services the ANNUAL SUBSCRIPTION, $2.50 * These research reports were reviewed by the Association in _3='''- JOH. tJ dentist offers. Particularly satisfying to the young dentist is the preparing its testimony. Opinions expressed by contributors to TIC fact that many of his new patients have no history of regular visits magazine do not necessarily reflect the views of the publishers. PRINTED IN THE U.S.A. BY Page Sixteen TERSEY PRINTING CO .. BAYONNE. N, 1. Page One tic March 1959 March 1959 tic

to other practitioners. He says, "The upward turn that might be supposed. With the first patient he for ten years by the Association in the ad with the ficed scientific integrity for the sake of commercial in my practice is not reflected unfavorably in the treated the dentist aimed at a pay-after-each-ap­ fluorides used in drinking water. It also stated that expediency." offices of fellow dentists." This, he argues, m eans pointment arrangement. There have been some ex­ studies made with toothpas tes containing fluoride As to Gleem, objection is made to the fact that that both he and the profession generally are bene­ ceptions, of course, but this is the policy on which showed no beneficial effect. Besides, the fluoride the ad makes a "direct attempt to discourage a fi ting. he continues to operate in all possible cases. "Credit used by dentists in the office, or as tested by the U.S. sound dental practice" -that is, the brushing after In commenting on the healthy growth of his prac­ men told me that those in what is sometimes called Public Health Service, was a greater percentage than every meal instead of once a day. Furthermore, tice the dentist points out how impulse decisions the lower middle class who are employed are among that used in Brisk and was applied in concentrated there is no evidence of the effectiveness of one brush­ have added several dozen families to his patient the best credit risks," the dentist explains. "But form. As to Colgate's with Gardol, the stopping of ing as stated in the ad. The ingredient GL-70 is a list. "A woman on her way to make some food pur· it is also true that most of my patients when mak­ bad breath is "a hazard that is related to masking foaming agent whose antibacterial activity is about chases will stop in my office to ask abou t a personal ing purchases at the local stores pay cash. So when the disease situation, like using perfume when you as pmverful as ordinary soap. But "the fact that the dental need. Or she may inquire about sending in I say, 'That will be x-dollars' as a patient steps really need a b ath." Doctor Hess, in performing ingredients of Gleem m ay kill bacteria in a test tube her husband or one of their children. Invariably [rom the chair, most patients react the same as when laboratory tests on the shielding qualities of Gardol, is certainly no direct evidence that Gleem will stop th e s e visits are not the checker at the super­ reports that his findings were contrary to the claims or prevent decay or reduce the rate of decay." planned in advance, as market tells them the made. However, he did cite the fact that other tests Company rebuttal: The Proctor and Gamble Com­ indicated by one young register figure." showed there might be a very slight reduction of pany forwarded to the writer statements concern­ "ife who said, 'If I make ~ Among patients re­ caries which was "not substantial reduction in decay ing the allegations and charges made by the ADA, an appointment for my quiring extensive extrac­ ... and it certainly is not stopping decay." reports to "substantiate" their mouth odor and anti­ husband he'll come in bJ tions, full or partial den­ Company Teb uttal: The Colgate-Palmolive Com­ bacterial claims, and several reprints of articles but otherwise he won't'." tures, and other more nany did not answer the author's letter of inquiry wherein the eRect of a stannous fluoride-con­ After such ice-breaki ng expensive services, the but in a statement released immediately prior to the taining dentifrice was used in studies on adults ancl appointments most p a­ young practitioner ar­ subcommittee's hearings said that "it enthusiastic­ children. The Company's reply to the ADA criti­ tients willingly make l' a n g e s for financing ally endorses any efforts by the governmental agen­ cism of the slogan, "Look, Mom-11o cavities!" said, and keep future appoint­ through a bank loan. cies to assure the safety of the American consumer." in part, that it is difficult to make an objective measurement of the meaning that "most people get ments and respond en­ "But not at the bank Company: Proctor and Gamble Company couragingly to recall around the corner from from a given set of words and pictures." Next to the Product: Crest, Gleem with GL-70. notices. my office, " he hastens to ad they say, "Crest will result in far fewer cavities"; Before deciding on add. And for good rea­ Ingredients: "Crest contains calcium pyrophosphate so, they claim, there is no desire to mislead the reader what he terms his "off­ son, too. "I learned early because of its unique compatibility with the active of the advertisement that Crest will render their beat" location the young in my practice that many ingredient, stannous fluoride. The humectant is mouths 100 percent freedom from decay. As to dentist and his wife, a of my patients are re­ glycerine. The binder m ay be natural or synthetic Gleem's ad about "people who can't brush after each former public health luctant to borrow to pay gums which serve to maintain the liquid and solid meal," the Company says it is addressing its remarks nurse rh o now assists in for dental services at a phases of the paste in a homogeneous condition. to the 90 percent of the public who don't brush three the office, ca n v in c e d bank where some of their The detergents are anionic and are blended to pro­ times a day. "I DON'T WANT TO WASTE YOUR TIME WITH A LOT OF vide the most effec tive cleaning. Crest contains Company: Bristol-Myers Company themselves that dental PROFESSIONAL JARGON. FIGURE IT THIS WAY-IT'LL COST n e i g h b ar s are em­ care and dollar income THREE HUNDRED DOLLARS TO FIX . " ployed." stannous fluoride at a level of O.'1 ~ ;' , a fluoride ion, Product: Ipana with vVD-9 are not linked as closely T he dentist's dealings then, is presen tat a level of 0.1 ~o." IngTedients: The Company wrote that they "cannot as some have supposed. "Dental neglect is an with patients are also distinguished by his willing­ A d.Jert ising claims: "Look, l\fom, no cavities!" divulge the formula of our product. " However, acquired habit that seems to run through some ness to space out the completion of dental corre(­ "Start the day with Gleem because Gleem is the vVD-9 is the trade name for a foaming agent-sodium Jamilies," he argues, "and may continue in spite of [jons. He does this so that patients will not have toothpaste for people ' \'ho can't brush after every lauryl sulfate. excellent financial betterment." Unless parents are to draw off too much from one or more pay checks. mea!. " "Just one brushing destroys decay- and odor AdveJ'tisin[!, claims: "This space reserved for a tooth regular in sending their children to a dentist the "I regularly set up appointments so that they occur causing bacteria." that must last for 63 years." youngsters in turn may neglect their own children's on or immediately following a patient's payday. In ADA charges: Objection IS made to the slogan, ADA charges: T he Ipana slogan gives the impression oral health when they grow up and marry. It is this way the patient benefits from improved dental "Look, l\ [om, no cavities, " because it gives the im­ that "if you use I pana tooth paste your teeth, rill last necessary to win a father or mother over to caring health without sufftring any financial strain." pression that the li se of Crest renders the individual you a lifetime." T here is no evidence from even [or his or her teeth to break the chain of neglect, During the dozen and a h alf months of his opera­ 100 percent freedom from decay. The claims are short-term studies that shm' Ipana toothpaste will the dentist believes. tions this dentist has gained a new and refreshing based on only one complete study, wh ich indicated substantially reduce decay. ,\ s proof of the fact that it is not a lack of money understanding of economics. ";\Iost of my patients," lhat at the end of the first year 248 children who Company rebuttal: The director of dental research that keeps so many from dental offices he cites a sur· he says, "freely discllss their hourly pay rates and llsed the Crest formula had about 35 percent less at Bristol-;\fyers \\'rote to the author as follows, "Onr vey made in :\Jontgolllery County, Pa., the wealthiest are surprisingly frank in outlining their fin ancial decay; the results for the second year were estimated research, 'as described in some detail in the minutes county, per capita, in the state. This study revealed problems." This above-board handling of financial to be abollt 7 percent at best. Then, changing the that 60 percent of the teeth of children that needed matters h as, on some occasions, also been applied by formula, the company came out with Crest, which, dental correction two years ago have remained un­ the dentist when he found it desirable to reject the the Association said, is not the saIlle product used in filled although the needs had been made known to credit request of a questionable account. "I have the previous tests. "By exaggerating and distorting parents by school authorities. no need to hesitate telling such a patient that I the modest findings of the scientific investigators, Among the most often-asked questions raised by too, have rent, light, heat, equipment and supply these aclvertisements nullify the very purpose of the other paractitioners is, "How do you handle the bills to meet regularly. This quickly destroys any investigators," the ADA spokesman said. "More­ r ro! .. ~.· 1 collection problem?" This h as not been the problem illusions about m e being a 'millionaire dentist'." over, they clearly illustrate that the firm has sacri-

Page Two Page Fifteen ti€ March 1959 March 1959

taining an abrasive, such as calcium carbonate, cal­ [acturers' side of this controversy, the author solic­ The office in which the dentist is currently em­ cl assical music played sufficiently low to permit pa­ cium phosphate, calcium sulfate, sodium bicarbon­ ited material from them, and th'is material will be ploying his dental knowledge, understanding of tients to read without interference. His operation ate or sodium chloride, plus a flavoring agent. presented as their rebuttal. human nature, and practical economics stands out room occupies an area approximately 10 feet by Toothpastes, in addition, contain glycerin and Five companies in particular were directly charged from its store neighbors because of its conservative 10 feet "which gives me space to move around com­ water. But this simple substance has in recent years by the Association with false and misleading adver­ but eye-catching front. This has been achieved fortably and keeps patients from experiencing a become big business. So big, in fact, that last year tising. Following are the names of the companies, through the use of wide lap wood-siding treated with closed-in feeling," he explains. He has a small some $25,000,000 was spent to advertise the twelve the product involved, ingredients of the dentifrices a light stain and V'd slightly toward the door situ­ working room directly off the operating room with leading toothpastes. (as forwarded to the author by the manufacturers), ated at the center of the 20 foot-wide property. The the two separated by a divider topped with a long During the last decade, to promote the sale of advertising claims, and a resume of the ADA's solid panel door carries a brass plate with the den­ planter with green leafy plants flowing over. their products, the toothpaste manufacturers added charges and the companies' rebuttal. tist's name and below a framed list of his working "magic" ingredients to their wares. Between 1949 Company: Block Drug Company schedule. There are generous-size rectangle win­ Better Dental Health and 1951, aside from the heavy bombardment di­ Pmduct: Super Amm -i-dent with Fluoride dows above eye level on either side of the door. rected at the public by Madison Avenue, over Ingredients: High concentration of carbamide (syn­ These provide natural light for the reception room "It m ay have appeared to be somewhat of a gam­ twenty-fiv e articles appeared in the popular peri­ thetic urea), sodium N-Iauroyl sarcosinate, dicalcium just inside. ble when I opened an office in my unconventional odicals proclaiming the miraculous and revolution­ phosphate, calcium carbonate, carboxymethyl cellu­ surroundings," the young practitioner admits, "bu t I '''''ould do the same again if I had to m ake a sim­ ary properties of these dentifrices. H ere are some lose, saccharin, glycerin, sorbitol and flavor. Comfortable Atmosphere of the titles : Ammoniated PowdeT Cuts Decay!, AdveTtising claims: "Saves your teeth from decay­ ilar decision. There have been financial advantages, Penicillin Tooth Powder Fights Decay, and CllloTO­ T est after test by dentists prove it." The dentist h as attempted to create a comfortable and even more important, I believe I am helping phyll Toothpaste, Decay Preventa- ADA charges: There is "no scientific atmosphere at moderate C05t in the reception room lower the number of local people who might other­ tive. Since "Irium" first m ade its evidence whatsoever" that tests were through the use of full-width carpeting, upholstered wise be included in the too high percentage of the debut, it has long since been joined made to see whether the use of Super maple furniture, and several wrought-iron tables. nation's dental cripples." by the "ammoniated," the "fluorin­ Amm-i-dent with Fluoride would 3841 Aspen Street He keeps an F:\I radio in this room tuned in to semi- Philadelphia 4, Pa. ated," the "chlorophylled," the "pen­ "save teeth from decay." Furthermore, icillinated," the "hexachlorophened," the Association does not know of a the "homogenized" and "Gardol." "single tes t by even one dentist" which The promises and claims made would tend to prove the slogan. by the manufacturers of these denti­ Company rebuttal: The Block Drug frices that are supposed to stop Company advised the subcommittee dental decay and eliminate bad in November 1957 that Super Amm- breath have been hammered home i-dent "has not been consumer adver­ hard and persistently via the press, tised during the past 12 months." Science, the News, and the Public radio, and television. So much so that the ADA­ Then, in an answer to the author's letter of inquiry, ; ·hich has always rejected such claims as a result of the research director wrote that "advertising claims its own research and studies-finally called upon for cariostatic effectiveness of dentifices should be Did you ever wonder about the impact that sci­ in. Three out of four people interviewed could re­ ence and medical news has on the public? 01' Congress to enact legislation which , ro uld permit substantiated by evidence obtained through adequate call at least one specific science or medical news whether the public ,vas really interested in the sci­ the fe deral agencies to control the "reckless claims controlled clinical studies on human subjects. Amm­ item they had read in the past six months. Gener­ ence stories appearing in our magazines and daily in advertising." i-dent Toothpaste has demonstrated this effective­ ally, women preferred medical news to the other press? And did you ever wonder how much of the Last summer the battle lines were drawn. During ness beyond reasonable doubt." They submit rd­ science stories, while men found the converse to info rmative m aterial on medical and non-medical the second session of the eighty-fifth Congress hear­ erences to seven published reports by dentists ap­ their liking. Medical and dental news seems to at­ subjects is absorbed by the lay reader? 'VeIl, the ings were held by the Legal and Monetary Affairs pearing in professional journals. tract m ost readers, with 37 percent reporting that N ational Association of Science 'Writers recently Sub-Committee headed by R epresentative .John Company: Colgate Palmolive Company they read all the medical news in the newspapers published an interesting comprehensive report that and 28 percent saying they read all the non-medical Blat nick of Minnesota, to determine what, if any, PJ'Oduct: Brisk Toothpaste, Colgate with Gardol. , tends to answer these questions. The forty-page news. Furthermore, 42 percent of those questioned legal action could, or should, be taken to curtail Ingredients: Gardol is a trade name for sodium I booklet, entitled Science, the News, and the Public, toothpaste advertisements. Chief witnesses for the N-Iauroyl sarcosinate which is also found in Amm­ desired more medical ne, 's, and 28 percent wanted is a detailed study of the science reading habits of ADA were Doctor Harry Lyons, dean of the School i-dent. more non-medical science items. Newspapers were approximately 2,000 American adults who were se­ of Dentistry, Medical College of Virginia; Doctor Ad'(le rtising claims: "Only Brisk Toothpaste gives the most popular m edium for science news of all lected to represent a cross-section of the population. types. Sholom Pearlman, assistant secretary of the Coun­ VOll the same Fluoride dentists use." "The same The report, among other things, purports to tell cil of Dental Therapeutics, ADA; Doctor Ralph ~ooth-decay figh ter proved for 10 years in drinking about the people who get science news, where they Creig, member of the Council of Legislation, ADA; water." "Of the m any fluorides, only Brisk fluoride Fluoridation Score: 74 Percent get it, and what they think about it. Following are and Doctor Waiter Hess, assistant dean and professor is so widely used and approved by medical, dental some of the findings based upon their surveys that vVhen questioned about reading any items on the of biological chemis try at Georgetown U ni versi ty and public-health authorities." "Colgate's with were made in 1957. fluoridation of drinking water, 51 percent recalled Medical and Dental Colleges. Public invitations Gardol stops mouth odor all day for most people reading "some such stories," 23 percent had heard were extended to all concerns " 'hose products were .. . '",ith just one brushing." "Colgate'S (Gardol's in­ 37 Percent Read All of reports about the flu oridation process, and 26 per­ referred to during the hearing. However, because visible shield) fights tooth decay all day ... with cent had never heard of it. This is compared with of the sub-committee's prior commitments, no testi­ just one brushing." Through the press, radio and television, ,\meri­ 88 percent who recalled reading about the polio vac­ mony was received at the hearing from the denti­ AVA charges: The Association strongly objects to cans have access to a vast amount of science news, cine, 7 percent who h ad heard reports of it, and 5 frice manufacturers. In order to present the manu- the implication that the toothpaste has been tested both medical and non-medical, and much of it sinks percent who confessed they had never heard about it.

Page Fourteen Page Three March 1959 March 1959 tic O'Ae ~w YJepIJeeialtdn

tl'fllowanee BY JOSEPH ARKIN, CPA

The American Dental Association has declared N a dentifrice available today has demonstrated A ne, ' rule allmving a special 20 percent allow­ [rom a relative. Do these items qualify? all-out war against toothpaste manufacturers who itself to be of significant value in preventing oral ance for depreciation has been made part of the Answer: 1'\0, items acquired by gift or b / inheri­ use false advertising, and called upon Congress to disease. Technical Amendments Act of 1958. tance do not qualify. give federal agencies the power to control tooth­ The Federal Trade Commission is powerless to All dentists who have m ade purchases in 1958 of Question: How do I inform the government that paste advertising. stop such unsupported claims, yet, where the public any instruments, equipment, or other items of per­ I \\:;mt to avail myself of this new allowance? ADA spokesmen have charged: health is concerned, the government is completely sonal property used in their practice should take Answer: You must make an election. Advertising claims of the nation's major tooth­ justified in requiring a high standard of responsibil­ note of this new provision. It offers an important Question: How do you make such an election? paste manufacturers are misleading and detrimental ity from industry. That standard does not exist. means of saving tax dollars. Answer: The election to take the new 20 percent to the public's dental health. So much for the charges. Briefly speaking, this is ho \. the new rules work: allowance must be made by a taxpayer I" ithin the False toothpaste claims generate a false sense of R ecently the "dentifrice battle" echoed loud and a dentist who purchases equipment having a useful time prescribed for filing the tax return, including security about dental caries, periodontal disease, clear from the battlefield in 'Washington, D. C., life of a least six years, can deduct a one-time de­ any extensions granted, for such year. The taxpayer "bad breath" due to diseases of the nose, sinuses, with dentifrice makers lined up on one side and preciation allowance of 20 percent up to $10,000 must attach it statement to his return indicating that lungs and the gastro·intestinal tract, and serious spokesmen of the ADA on the other. Before a dis­ cost price of equipment, and can deduct up to 20 the election is being m ade and setting forth the systemic diseases presenting a variety of oral symp­ inguished front-line audience of dentists, professors, percent of $20,000 if a joint return is filed, even following information: toms. attorneys, and representatives of government and though his wife does not own the property. It does Description of equipment or personal property. Advertising that implies "sweets" may be eaten big business, that unobtrusive tenant of the medi­ not matter if the equipment is new or used, nor Date property was acquired. with impunity through the day, provided only that cine closet, the dentifrice, had its greatest moment when in 1958 it was purchased. Estimated useful life at date of acquisition. the toothpaste in question has been used just once in history. And a long history it has been. To understand best how the new 20 percent allmv­ How and from whom the property was acquired. in the morning before breakfast, is a vicious sug­ Dentifrices have been used and advertised to the ance applies, study these typical questions and an­ Total cost of each item of property with respect to gestion that flies in the face of all that has been public long before Magellan circled the globe or swers: \'hich election is being made. done by the health professions to educate the public Anthony was going- around in circles over Cleo­ Question: I bought new equipment for $2,000, Portion of cost of property selected. about hygienic and dietary measures for protecting patra. For it was almost 5,000 years ago, in China, having a useful life of 1 years, in the early part of ° the teeth against the ravages of decay. To mislead that Huang-Ti first recommended the use of a J anuary 1958. I want to use the double declining­ Q.uestion: Docs this apply to any capital items the public in this fashion is to work deliberately tooth cleanser in his Canon of Medicine, and an balance method and want to take advantage of the purchased during the year? against the public welfare. "ammoniated" dentifrice at that-urine. new allowance. vVhat is the amount of my deduction Answer: No, it applies only to those assets '(other "Therapeutic" dentifrices have been promoted on Therapeutic claims for dentifrices reached a and how is it computed? than buildings) used in the taxpayer's trade or the basis of the alleged merits of peptic digestants, frenzy in the nineteenth century when various Answer: S720 is the amount of your depreciation business or in production of income. antiseptics, sulfated detergents, wetting agents, urea, health peddlers concocted their own "secret" prep­ deduction for 1958. First you take 20 percent of Question: 'What if I acquire the new items from ammonium compounds, chlorophyllin, antien­ arations and advertised their cures in the weekly :1)2, 000 and get $400. You then subtract $400 from a relative? zymes and compounds of fluorine. One after an­ newspaper. These dentifrices, they claimed, would $2,000 to get the adjusted base for computing the Answer: Present rules are that it does not apply other of these dentifrices has been promoted with "preserve Teeth and Gums and prevent them from regular depreciation for the year. A ten-year useful to personal property purchased from certain closely unsupported advertising claims of great promise. Aching, cure the Scurvy in the Gum and bring life means the use of 10 percent annual depreciation, related persons. There m ay be further regulations None has survived the test of time and use. Teeth to their original Whiteness and by a con­ but when using the double declining-balance issued with respect to the situation where the tax­ Most advertising for "therapeutic" dentifrices ti.nuance of its use preserve both Teeth and Gums method, we double up on the rate and use 20 percent. payer buys equipment from a brother, sister or exaggerate, inflate and otherwise distort the limited in a pure state for Life." The false and exaggerated Thus, 20 percent of the adjusted base of $1,600 is [ather, in the regular business of selling such equip­ scientific findings to the point where not only the claims for dentifrices were so outrageous that some $320. The total of $400 (special allo \'ance) and ment, at the regular prices charged to all customers. unsophisticated consumer, but even the dentist, is men, like Thomas Berdmore in Disorders and De­ $320 (regular depreciation) is $720. Question: I didn't buy anything in 1958. Can I grossly misled and flatly deceived. formities of Teeth and Gums, published in 1768, Question: I bought some used furniture for my use this new allowance in 1959 or 1960? The ADA is unaware of any adequate scientific warned against "vendors of destructive and false office. Does used furniture qualify? Answer: Yes, you can get an allowance for items evidence to support "therapeutic" claims in the ad­ tooth powders and dentifrices." In 1802, B. T. Answer: Yes, the equipment can either be new purchased in later years, but the limits each year vertising of Super Amm-i-dent with Fluoride; Crest Longbothm endeavored to warn the public against or used. are $10,000 for one taxpayer, and $20,000 in case of Toothpaste ,yith Fluoristan, Gleem Toothpaste with tooth powders for which impossible claims were Question: I bought a small house to be used a husband and wife filing a joint return. GL-70, Ipana with WD-9, Brisk Fluoride Tooth­ mad,o: "those vile nostrums which under the title strictly for my practice, does this qualify for the new Question: Is the limit cumulative? paste, Colgate Dental Cream with Gardol, and Stripe of Dentifrices .. instead of answering the purpose 20 percent allowance? Answer: No, the limitations are [or anyone tax­ Toothpaste with Hexachlorophene. promised, bring disappointment." He recommended Answer: No, buildings do not qualify. able year. You can get the special 20 percent allow­ Scientific data do not support broad claims that li se of the brush alone. Question: I received a gift of a fully equipped office ance each year until the law is amended or repealed. dentifrices can prevent or eliminate "bad breath." Basicall y, dentifrices are simple compounds con-

Page Four Page Thirteen tic March 1959 March 1959 tit:

professional freedom in many areas where it might Fe,,· dentists are aware of it, but the Council also be endangered and keeping dental practice where "\ 'orks to improve methods and practices of dental it ought to be-in the hands of dentists. care. For instance, it even ,,-arks with management But the Council is also demonstrating organized engineers and others in connection wi th designing dentistry's responsiveness to the dental needs of and arranging dental offices to make them more effi­ the community by wrking with constituent and cient and attractive. component societies and other agencies in encourag­ It has kept on top of such movements as the group ing, developing, and strengthening programs, pro­ dental health care programs, which could influence cedures, and policies to help increase the availability importantly the practice of dentistry as 1ye know it LUNCH of dental care to all groups in the community who today. Its brochure on this movement, Group Den­ especially need it. These groups include school chil­ tal Health Care Programs, is an outstanding ex­ dren, public welIare recipients, disabled veterans, in­ ample of hm\' a responsible profession can keep dustrial workers, and others. Programs include its membership alert, sensitive, and responsive to HOUR fluoridation projects, state dental-division services, changing economic and social trends. school programs, and dental care in Blue Cross programs. PART 3-NEXT MONTH BY KAY LIPKE

There is a rumor going around that occasionally checked the appointment book before leaving, and 1vives of dentists delegate dental assistants to do knew to a minute when the first afternoon patient errands for them in the downtown stores during the was due to arrive, sure as fate there would be a lunch hour. drop-in on the days when I was late in returning. For anyone working in a dental office that lunch One day, in a burst of energy, I offered to re­ hour is the most frustrating fraction of time in the upholster the seats of two small reception room whole day. chairs, and rushed out at noon to purchase the ma­ Into it must be crowded the business of lunch it­ terial and a box of tacks. It was simple to find the self, battling for service at some lunch counter or right material, pay for it, and leave the store, but, restaurant, or perhaps a cold sandwich gulped hur­ believe it or not, the nearest store which sold tacks riedly in the office to save time. Then comes the , 'as five blocks away. Buying those tacks took a whole office banking, which often means standing in line half hour! Flushed, and frustrated to the point of before a teller's window. What time is Idft, if any, exasperation, I arrived back at the office-late again. is spent trying to get waited on in a department store, Anyone who has read this page in TIC through the where the usual quota of clerks is cut in half and the years knows that I am usually firmly on the side of number of shoppers doubled during the noon hour. the dentist against all corners, be they 1 'ives, dental R ecently I was pressed into service unexpectedly assistants, or anyone else. I think the dentist is a during an emergency in my husband's dental office. grand gentleman who has a very rugged job which That was fine with me. I enjoyed the work and the he performs extremely well, and he deserves the stimulating contact with the dentist and his pa­ finest assistance he can get. tients. Everything was wonderful except for that It is my earnest feeling that no one should plan pesky noon hour, which simply could not be stretch­ on dental assistance as a career who docs not recog­ ed to take care of the things to be done. nize that the dentist has a meticulous, nervewracking Remembering the complaints of both m) dentist profession and, if he is to function properly, should and many another dentist that assistants often took have alert and skilled help at all times, both at the too much time for their lunch hours, I was deter­ chair and elsewhere in the office. Chemical laboratory, Division 01 Chemistry, Council on Dental Therapeutics. mined to be prompter than the promptest in check­ However, on the question of that lunch hour, I ing in at the office on time. must confess that I am squarely on the side of the Ah me! Although I seemed to be running every dental assistants. I feel that the 'wives of dentists moment during the noon hour, invaribly I returned should be told by their husbands to do their own late. A reproachful glance and uplifted eyebrows shopping and run their own errands. After all, they greeted me. are blessed 1\'ith the whole day to do them in. Usually the dentist had a patient in the chair, 1993 Lucile Avenue which made matters worse. Even though I had Los Angeles 39, Calif.

Page Twelve Page Five March 1959 tic

the dental schools, the state dental examining boards ;\Iaryland. Thirteen employees work full time on and the dental societies in maintaining high profes­ these two programs. sional standards. The all-important List of Certified Dental Mate­ 5. To acquaint the youth of the nation with the rials is the responsibility of the ADA's research as­ advantages of dentistry as a career. sociates at the National Bureau of Standards. This 6. To develop and maintain a program of apti­ group has also been doing such invaluable work as tude testing as an aid in the selection of dental stu­ basic research on the physical and chemical proper­ dents. ties of enamel and dentin. It has also been engaged in 7. To compile and issue reports and studies on all the development and tes ting of alloys, acrylic resins, matters relating to dental education. and cements. This small group of workers also plays The Council has played an indispensable part in an important part in producing the excellent color realizing the following outstanding achievements: sound motion pictures that are loaned to dental societies and other interested groups. Forty-five dental schools, all accredited; thirty­ The research unit at the National Institute is con­ four approved dental hygiene schools; four fully ap­ cerned with basic r esearch in microbiology, bio­ proved schools for dental laboratory technicians; chemistry, and enzymology pertaining to dental dental specialties recognized by the ADA: oral sur­ caries and periodontal diseases. gery, oral pathology, orthodontics, pedodontics, pe­ Another Council whose activities bear directly riodontics, prosthodontics, and dental public health: upon everyday dental health, as it were, is the Coun­ 1,500 graduate dentists taking post-graduate courses cil on Dental Health. One might say that this unit and 20,000 dentists enrolled in continuation courses expresses the professional conscience of dentistry, and special clinics in 1957. its social consciousness, in that one of its responsi­ A unique achievement of the Council was the es­ bilities is to help make available more and better tablishment in 19-16 of a dental-aptitude testing pro­ dental care for the public. gram. By 1950 the program had proved itself to For example, an area of current activity of the such an extent that all dental schools began to use Council is development of standards for group-pur­ the test scores as an aid in the selection of new stu­ chase programs, for budget-payment programs, for dents. Today such tests are given not only in all dental-care services for the indigent and the chron­ Theodore Rombouts: The Dentist. About 1630. Rudolphinum, Prague. dental schools but in fifty universities and colleges ically ill, for union-management programs, and for where there are no dental schools. The total num­ expanded dental programs in state health depart­ ber of academic failures during the first year of pro­ ments. fessional training in dentistry has been reduced It is of vital importance that dentistry guide such about one-half, from six percent of the total fresh­ programs, lest the dental health of the American man enrollment to about three percent. That out­ people be jeopardized, the sound standards of the standing achievement has other professional groups profession be undermined, and large segments of studying the dental tests in the hope that they can dental practice pass from the control of dentists. A CENTURY use similar tests in their own fields with the same Thus these nine men are doing a job of incalculable success. benefit to every American dentist, safeguarding his A second example of how vital the work of these OF PROGRESS: Councils can be is the Council on Dental Research. Here are five men whose work and deliberations can Board room at ADA headquarters. also exert a profound influence upon the dental health of the American people and the whole prac­ DENTAL tice of modern dentistry. The Council has two big jobs: (I) to spark pro­ grams, projects, and the whole field of dental re­ EQUIPMENT search; and (2) to direct the ADA's own extensive testing and research program, "\ 'hich has immediate, BY CURT PROSKAUER, D.M.D. bread-and-butter benefits for every dental practi­ tioner in the country. PART 3 OF A SERIES The Association maintains two research programs, both of which are administered as divisions of the Council on Dental Research. One program (physi­ Many sixteenth, seventeenth and eighteenth cal and chemical research) is maintained at the Na­ tional Bureau of Standards, in 'Washington, D.C., century paintings show all the instruments used and the other program (biological sciences) at the in dental offices for cleaning or extraction, Jying Dental instrument case made by the New York instrument-maker, Bagot. Around 1820. National Institute of Dental Research, in Bethesda,

Page Six March 1959 tic

on an ordinary table together with various jars WHAT and bottles containing medicaments, as in the photograph at the top of page six. Later on, at the end of the eighteenth and the beginning of the nineteenth century, dental cases THE ADA were used; these were made of fine wood, and many had a brass name plate set in the lid. They contained numerous trays and drawers lined MEANS with velvet, which held the various instruments. r Many had secret drawers where the dentist kept his goldfoil, platinum, and precious porcelain TO YOU teeth , a new invention. Steel instruments usually. had plain ivory or bone handles, but some of the handles were mother-of-pearl, "beautified" PART 2 with elaborately carved rosettes, garlands of BY JOSEPH GEORGE STRACK flowers and leaves, lyres, bunches of grapes, and dog and peacock heads. These instrument cases are the direct forerunners of our modern in­ oral "ell-being of a whole population is tied to the strument cabinets, such as the graceful, stream­ success or failure of this small group of nine men lined cabinet at the right. Central office of the ADA in Chicago. and those in the profession and outside "vho help them carrv out their profound responsibilities. And A present-day case. Courtesy, Hamilton Manufacturing the activi~y of this Council can directly and indi­ Company, Two Rivers, Wisconsin. rectly affect the private practice of every dentist in The Councils of the American Dental Associa­ the United States as that activity makes available tion might be called the problem-solving and polic~­ more dentists or less dentists, more auxiliaries or less TO SAMUEL ------developing units of the organization. Each CouncIl auxiliaries, than the dental needs of the nation re­ works on problems in a given area of dentistry-edu­ quire; or, to cite another example, fails to guide the cation, research, legislation, and so on-and recom­ progress of the dental specialties and thus dilutes He walks beside me mends objectives and policies that organized den- and destro s the p:ains made so far. Swinging his little hands tistry should adopt in such areas. . Formally stated by the ADA, the Council's re- Content with a world of his own. 1£ you are interested in becoming a member of a sponsibilities are (in part): . He's not concerned with Council, here is how you go about it: (1) you geL 1. To administer the program for the accredIta­ yourself nominated by the Board of Trustees or tion of schools for the study of dentistry and schools Tomorrow and its demands, from the floor of the House of Delegates, and (2', for the training of certain auxiliary dental person­ He stalls these till he will be grown. get elected by the House of Delegates. Your term 01 nel in the United States. office, if you make it, will be three years, and y~u 2. To recommend and administer the basic re­ He kicks the pebbles will be limited to two consecutive terms-or SIX quirements to be used by dental specialty boards in vears in all. If you want the important post of establishing standards for the certification of spe­ Stroking the leaves and plants, ~hairman of a Council, you must get appointed to cialists in dental practice. Stepping in all the puddles that he can see. that job by the Board of Trustees. As chairman, 3. To recommend and administer the basic re­ He slips up on the squirrels YOll are appointed for one year. After that you must

Page Ten Page Seven tir March 1959 March 1959 tic

A FIRST IN THE A NEW SCHOOL MIDDLE EAST: OF DENTISTRY

'With the establishment of a new school of dell­ facilities which, although performing a mlIllmum tistry, the Hebrew University in Israel has achieved program, provide valuable service. Further improve­ another giant step in the Middle East. The faculty ment by in-service traini ng of the dentists is desirable and student body have been drawn from all the ele­ and feasible. In rural districts and development ments of its diverse population. areas, similar services should be installed by the local Support from the United States will help it main­ authorities, with assis,tance and guidance of the tain a high professional level. The faculty will prob­ government. Parallel with the treatment plan, a ably use as teaching guides many of the latest ad­ continuous education program should assist and en­ vances made in the United States. hance the curative activities. Proph 'laclic measures In February 1958 TIC, Doctor Kurt A. Rosen­ to prevent development of malocclusion should be n 'eig, lecturer in public health and preventive den­ emphasized. Topical application to reduce caries tistry, said that the future of Israel's dental health incidence should be introduced. The employment of depends upon a steady supply of well-trained den­ ancillary personnel (dental hygienists) appears de­ tists coming from the University's Dental School. sirable. Ultimately the future of Israel's dental The administration building was lit up on the occasion of the opening of the University campus in April of last year. He summarized the dental situation as follows: health will depend on a steady supply of well­ "For the greater part of Israel's school children in trained dentists by the Dental School of the Hebrew the urban communities there exist dental treatment TEXT AND PHOTOS BY AUTHENTICATED NEWS University of Jerusalem."

A delegation from the Alpha Omega at the Dental School clinics in the Strauss Health Israel's future dentists-the first to be trained in the country-begin their studies with A delegation of five dentists from the United S!'ates, all of them aclive in the drive of Alpha Centre. left to right: Daclor I. Scioky, executive secretary of the Dental School; Doclor courses in the biological sciences. Several members of the class are newcomers from Iraq Omega to raise funds for the Dental School, visit the University and wateh Doctor Jonas Selverstone louis A. Burman, president of Alpha Omega, and Doctor Manuel Maslansky, leader of and other countries. give a demonstration of mouth rehabilitation. the delegation.

Page Eight Page Nine