Fake pills for kids?

Megan Ogilvie, health reporter for the Toronto Star, reported recently on Internet-marketed placebos for kids.

Obecalp is nothing more than a fruit-flavoured sugar pill meant to calm and soothe a child using the power of placebo. Though it may seem harmless, it raises a flurry of ethical questions about whether it conditions kids to always look for a cure in a pill.

I wouldn't worry about "angst bunny" grievances, but I do wonder about this:

When I was a kid (yes, fifty years ago), if an adult kissed the bruise, it got better.

Does anyone know how and why that stopped working?

Or ... is it illegal to kiss a bruise now? Is that the point?