When a big medical conference is on, we're saturated with coverage of the presentations. This makes them a critical target for marketing and a major contributor to unrealistic expectations about what health care - and health research - can really do. To their great credit, professional societies are developing policies to ensure disclosure of financial interests by presenters. After all, financial interests pose an obvious risk of bias to research about the effects of health care - and to what the research means for clinical practice and education. Disclosures are increasing at conferences, but compliance can be a problem . Disclosure is made especially hard when so many people make a mockery of disclosing their potential conflicts - maybe by not pointing it out when the commercial source of their salary has been passed through a filter first - or by ignoring major hospitality from a company while at the same time declaring trinkets. The disclosure of ...