As a pioneer in endoluminal stent-graft placement, you are clearly the leading practitioner of endovascular procedures in your metropolitan area and, perhaps, the world. You therefore find yourself appalled by the radio, television, and newspaper advertising campaign of Fluff General, a cross-town hospital, claiming that its endovascular surgery program has the most extensive experience and the best record of patient outcomes and satisfaction for these procedures in the community. You approach your hospital's marketing office about running a comparable advertising campaign rebutting the false claims of Fluff, but are told that the advertising budget has been depleted by efforts to promote a new cancer center. What is your most ethically sound course of action?.