Healthy Skepticism Library item: 6036

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

Jacoby J.
Misleading research on the subject of misleading advertising: the Wilkes et al. investigation of pharmaceutical advertising in leading medical journals
Food and Drug Law Journal 1994; 49:21-33

Abstract:

Although some proportion of prescription drug advertising may be misleading such a conclusion cannot be drawn from the study by Wilkes et al. because of flaws inthe conceptualization, design, implementation and analysis of the study. The main problem was that Wilkes investigation was designed to determine whether the experts who evaluated the advertisements believed others would be misled by the advertising in question, not whether any of the experts were in any way misled.

Keywords:
*analysis/United States/journal advertisements/quality of information/regulation of promotion/Food and Drug Administration/FDA/EVALUATION OF PROMOTION: JOURNAL ADVERTISEMENTS/REGULATION, CODES, GUIDELINES: COMPLIANCE, SANCTIONS, STANDARDS/REGULATION, CODES, GUIDELINES: DIRECT GOVERNMENT REGULATION