Spas may create problems by implementing undesirable practices such as unsubstantiated claims, high pressure sales techniques, occult practices conflicting with people's beliefs or a reversion back to an association with sexual activity. Spas could cause physical or emotional harm due to inappropriate use of equipment or lack of adequate self-regulation. Regulation could be forced upon the industry to combat medical liabilities and improve practicing standards. Businesses (and consumers) could be harmed by disagreements about intellectual property rights, patents, fair trade or negative public relations.