Direct to Consumer Advertising
Direct-to-Consumer Advertising
Aletha F
4/1/12
Direct-to-Consumer Advertising
Direct-to-consumer (DTC) advertising of prescription drugs has become common place in today’s society. Every household with a television is aware of DTC advertising as they interrupt their nightly programs. Every national magazine or local newspaper offers advertising on the latest drug remedy for what ails us. This multi-media approach is relatively new for pharmaceutical companies as previously such efforts were directed only at physicians who were the sole decision makers when choosing medications. With the 1997 change in the Food and Drug Administration’s (FDA) guidelines along with patients desires to be more involved in their own care and treatment, drug companies have expanded their promotional efforts to include the consumer. This essay will look at some of the current regulations concerning DTC advertising, pros and cons of these ads, and the ethical issues that arise from DTC advertising.
Regulations
Direct-to-consumer (DTC) advertising is the “promotion of prescription drugs through newspaper, magazine, television and internet marketing.” (Direct-to-consumer advertising, 2010) These ads are directed towards the end user, the consumer, and not the prescriber/physician. Prescription drug advertising has been regulated by the U.S. Food and Drug Administration (FDA) since 1962. Their Division of Drug Marketing, Advertising, and Communications (DDMAC) is responsible for ensuring that companies that directly advertise to the public are providing “information that is truthful, balanced, and accurately described.” (FDA, 2010) Even though the FDA has oversight on DTC advertising, it should not impose unnecessary restrictions on them as they fall under the category of commercial speech protected by the first amendment (Evans & Friede, 2003, p. 387).
The Federal Food, Drug and Cosmetic Act requires that anyone who makes, packages, or sells prescription drugs for
Aletha F
4/1/12
Direct-to-Consumer Advertising
Direct-to-consumer (DTC) advertising of prescription drugs has become common place in today’s society. Every household with a television is aware of DTC advertising as they interrupt their nightly programs. Every national magazine or local newspaper offers advertising on the latest drug remedy for what ails us. This multi-media approach is relatively new for pharmaceutical companies as previously such efforts were directed only at physicians who were the sole decision makers when choosing medications. With the 1997 change in the Food and Drug Administration’s (FDA) guidelines along with patients desires to be more involved in their own care and treatment, drug companies have expanded their promotional efforts to include the consumer. This essay will look at some of the current regulations concerning DTC advertising, pros and cons of these ads, and the ethical issues that arise from DTC advertising.
Regulations
Direct-to-consumer (DTC) advertising is the “promotion of prescription drugs through newspaper, magazine, television and internet marketing.” (Direct-to-consumer advertising, 2010) These ads are directed towards the end user, the consumer, and not the prescriber/physician. Prescription drug advertising has been regulated by the U.S. Food and Drug Administration (FDA) since 1962. Their Division of Drug Marketing, Advertising, and Communications (DDMAC) is responsible for ensuring that companies that directly advertise to the public are providing “information that is truthful, balanced, and accurately described.” (FDA, 2010) Even though the FDA has oversight on DTC advertising, it should not impose unnecessary restrictions on them as they fall under the category of commercial speech protected by the first amendment (Evans & Friede, 2003, p. 387).
The Federal Food, Drug and Cosmetic Act requires that anyone who makes, packages, or sells prescription drugs for