Because the mass marketing of educational support services through franchised reading clinics is growing on a daily basis, both reading specialists and reading supervisors need to become aware of the growth of this industry and of its implications for the educational system. Primary forces in the franchising movement, Sylvan Learning Corporation, the American Learning Corporation, and the Huntington Learning Centers have grown by offering a safe, guaranteed product. For example, Sylvan Learning Corporation claims that children will gain a full year in achievement levels after a 36-hour, small group tutorial experience. The success of these three companies is caused by combining successful business practices with a marketplace demand for educational services, but their success, coupled with a lack of state regulation, provides a potential for unethical dealings in both business and education. Reading specialists have a direct role in checking the growth of hucksters in the reading clinic field. Parents should be referred to clinics that are staffed by individuals who meet the qualifications specified in "Guidelines for the Specialized Preparation of Reading Professionals." Only clinics operating under the profession's ethical standards described by the International Reading Association or the College Reading Association should be recommended. In addition, effective monitoring of reading franchises can be undertaken at the state level. (Two footnotes provide information on the availability of the reading professionals and clinic standards guidelines. (MM)