By Larry Engelmann This article is a part of the September/October 2018, Volume 30, Number 5, Audiology Today issue. The views and opinions expressed in this article are those of the author and do not represent the official policy, position, or opinion of the American Academy of Audiology. This two-part article presents factual information and mounting evidence to explain and demonstrate why there is growing concern about the intentions of hearing aid dealers. They should come under greater scrutiny and oversight by government officials and agencies to ensure that they conform to and comply with state and federal laws. Their efforts to enter health care have been increasing both at the state and national levels. Based on how their limited occupational education, training, and licensure requirements are defined and viewed in health care, their identity could be legitimately reconstituted and branded as “hearing aid technicians.”Currently in the United States, distribution of hearing aids is facilitated primarily through audiologists, physicians, and hearing aid dealers. However, there is confusion in the marketplace over the “branding” of each group. Proper branding of the truth addresses inaccurate statements, positions, and perceptions, while differentiating between the profession of an audiologist and the occupation of a hearing aid dealer. The passage of the Over-the-Counter (OTC) Hearing Aid Act (2017) will create additional confusion through the development of a new channel for hearing aid distribution. Therefore, it is essential that audiologists properly “brand” and differentiate our role in hearing health. Part 2 of this series continues with discussion regarding identification of health-care language; and description of “professional” language for professions vs. “occupational” language for vocations. This content is an exclusive benefit for American Academy of Audiology members. If you're a member, log in and you'll get immediate access. Member Login If you're not yet a member, you'll be interested to know that joining not only gives you access to top-notch resources like this one, but also invitations to member-only events, inclusion in the member directory, participation in professional forums, and access to patient resources, tools, and continuing education. Join today!