THE  AMEEICAW 
JOURNAL  OF  PHARMACY 
The  address  of  Mr.  Burwell  S.  Cutler  on  "  Commercial  Ethics," 
reprinted  in  this  number  of  the  American  Journal  of  Pharmacy, 
is  but  another  evidence  of  the  moral  code  that  is  becoming  more 
thoroughly  developed  and  more  firmly  established  in  the  business 
world.  The  thoughtful  and  progressive  merchant,  whether  en- 
gaged in  foreign  or  in  domestic  commerce,  must  have  observed  the 
improved  moral  tone,  the  distinct  advancement  of  ethical  principles, 
the  elevation  to  a  higher  plane  that  has  marked  the  recent  trend  of 
thought  and  actions  of  business  men.  This  is  equally  true  of 
those  associated  with  large  enterprises,  the  men  of  big  business,  as 
well  as  those  associated  with  merchandising  in  a  retail  way  or  in 
comparatively  small  industries.  It  appears  as  another  hopeful  sign 
of  the  community  of  interests,  the  brotherhood  of  men,  and  the 
practical  application  of  the  golden  rule. 
It  may  be  true  that,  to  a  certain  extent,  and  especially  in  certain 
trades,  the  changes  noted  are  traceable  to  compulsion,  the  con- 
straining influences  of  certain  legal  enactments  such  as  the  Food 
and  Drugs  Act,  the  Sherman  Anti-trust  Law,  and  The  Federal 
Trade  Commission  Act.  Without  minimizing  in  the  least,  the  edu- 
cational and  moral  effect  that  these  acts  and  their  application  may 
have  had  in  correcting  certain  trade  evils,  the  writer  is  of  the 
opinion  that  the  great  determining  factor  of  the  moral  uplifting  of 
business  is  the  growth  of  the  American  ideals  of  fairness,  of  up- 
rightness, and  justice.  The  majority  of  American  merchants  need 
no  law  to  teach  them  the  principles  of  honorable  dealings  and  would 
scorn  the  statement  that  the  old  adage  "  caveat  emptor  "  had  any 
relation  to  or  significance  in  their  trade. 
PROPRIETIES  IN  ADVERTISING. 
AUGUST,  igig /\,  \  1 
