The AMA Controversy
In 1997, the American Medical Association (AMA) and Sunbeam discussed granting Sunbeam the right to display the AMA seal on the packaging of certain Sunbeam health care products—such as blood pressure monitors, heating pads, thermometers, and bathroom scales. Along with the seal on the package would be a notice informing the consumer that valuable medical information, created or approved by the AMA and a panel of physicians, could be found inside the package. In return, Sunbeam would give the AMA a royalty on the sales of items carrying the AMA seal and information. The idea originated with the AMA's marketing department, which was looking for ways to generate revenues while providing useful medical information to consumers. AMA representatives indicated that Sunbeam was selected from among five other manufacturers because of its broad line of high-quality health-related products.