Pharmaceutical companies are often accused of hiding experimental results that do not support their stated marketing campaigns. In ethical terms, what is this practice called?

Question

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Data cleansing is an unethical practice in research methodology whereby researchers hide experimental results that do not support their desired hypothesis.
Key Takeaway: When conducting research, ethical considerations dictate that all results of the research are presented. Sometimes, data cleansing is done for the purpose of hiding results that do not support the desired hypothesis of the researchers. This dishonest practice has serious and dangerous implications, especially where safety is concerned.

Pharmaceutical Companies Are Often Accused of Hiding Experimental Results That