In the area of commercial speech, the courts face two competing rights: the public's right to know and the state's right to discipline members of the medical profession. The Federal Trade Commission has taken strong action against medical advertising prohibitions, and legal precedents have been set in Virginia Board of Pharmacy v. Virginia Citizens Consumer Council and Bates v. State Bar of Arizona. In some states, physicians have been allowed to advertise their services and prices, but they are not allowed to use testimonials or comparative advertising techniques. The precedents, as well as the problems, that have been created by the advertising of pharmacy, legal, and dental services indicate that physicians also will be permitted to advertise; but how this lifting of the medical advertising ban will affect professional standards and image remains to be seen. (RL)