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While ethical standards or actual laws may vary, dishonesty does not.
Whether legal or not, lying to your customers is still lying. In 1920,
selling radium and cocaine as "cure-all" medicine was just as dishonest
then as it is today, only the legality has changed.
What if one believed in the claim -- is that lying?
A Bill Moyers video discussed lying -- I think his conclusion is one had to
know it was untrue for it to be a lie. There is, likely, absolute
liability in
such matters, so one could be convicted of quackery.
bc