Healthy Skepticism Library item: 4690

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: Journal Article

Dixon T.
Pharmaceutical advertising Information or influence?
Can Fam Physician 1993 Jun; 39:1298-300,

Abstract:

Medical journals have been challenged about the advertisements that they run on two grounds: that the drug advertising is often inaccurate and misleading and that by accepting advertising, journals are at risk of being unduly influenced by their advertisers. Previous studies have demonstrated that there are problems with the accuracy of journal advertisements. However, there are problems with increased control. Articles in scientific journals, despite being peer reviewed, are usually followed by a flurry of correspondence. Perhaps it is unfair to expect the pharmaceutical industry to adhere to standards that the medical community itself is unable or unwilling to achieve. We develop skills when assessing consumer advertising and put no limits on advertisers ability to try and persuade us and there is no reason why physicians cannot develop the same skills with respect to pharmaceutical advertising. It is unrealistic to expect the industry to produce advertising that is free of bias. Nor is it fair to put all the blame for poor prescribing habits onto the shoulders of the pharmaceutical industry. The need for the revenue from journal ads will be around for the foreseeable future. The ability to analyze advertising and to provide patients with effective treatment is a medical responsibility that doctors need to make part of the medical curriculum.

Keywords:
*editorial/Canada/journal advertisements/ad revenue/ relationship between medical journals and industry/ editorial freedom/ quality of information/ doctors/ agency role/ quality of prescribing/ attitude toward promotion/ATTITUDES REGARDING PROMOTION: MEDICAL JOURNALS/EDUCATING ABOUT PROMOTION: HEALTH PROFESSIONALS/EVALUATION OF PROMOTION: CRITICAL APPRAISAL TECHNIQUES/EVALUATION OF PROMOTION: GENERAL QUALITY OF INFORMATION/INFLUENCE OF PROMOTION: PRESCRIBING, DRUG USE/INFLUENCE OF PROMOTION: PROFESSIONALISM/INFLUENCE OF PROMOTION: PUBLICATION

Notes:

Accompanied by letters to the editor: Joe Morrissy, Canadian Family Physician 1993;39:1325; W. F. Brodie-Brown, Canadian Family Physician 1993;39:1325.
Reply from: Joel Lexchin, Canadian Family Physician 1993;39:1881-1882.
Dr. Dixon is scientific editor of the Canadian Family Physician.