In 1977 the United States Supreme Court ruled that medicine was legally a "trade" and that physicians could not be prohibited from advertising. Since then the ethics and effects of advertising by ophthalmologists have been a source of controversy among ophthalmologists and within professional organizations. What are the effects of advertising on the patient? On the professional image and autonomy of ophthalmologists? These questions are explored in separate statements by authors with differing viewpoints, and summarized in an editorial comment.