The “patent medicine” era ended in the USA with the institution of mostly-effective regulations against putting any old shit in a bottle or jar and then straight-up lying about which of your health concerns it would fix. It continues to this day, though, with products about which no claims are made. How do you sell such products? Really strong innuendo.

estrogenic bust cream

This “estrogenic hormone bust cream” from the back pages of Sports Fiction magazine in December of 1947 is a classic of the genre. There’s no mistaking the implied claim, even while the small print disclaims it with a robust “we make no claims, promises, or representations of any kind whatever for this cream.” One might reasonably wonder what the advertisement would look like if that were actually true!

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