Healthy Skepticism Library item: 6541

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: news

Harvey M.
Fairy tales can come true
Pharmaceutical Executive 1994 Nov26-30

Abstract:

Research was carried out on newspaper and magazine advertising for over-the-counter products in 11 industrialized countries with a sample of 183 advertisements. The advertisements which were directed to consumers, were analyzed and assessed against the two published international standards (WHO Ethical Criteria for Medicinal Drug Promotion and European Union Directive on Advertising of Medicinal Products), to see to what degree advertisements conformed to the standards. Of the 183 advertisements, only three completely met all criteria. One should avoid ascribing undue importance to this study and certainly one should reject the notion that it provides a definitive case for the existence of widespread misdeeds in the advertising of Europe’s OTC medicines and health products. According to the European Proprietary Medicines Manufacturers’ Association all OTC advertising meets the requirements of national laws and regulations in the member states and those in turn conform to the EU directive.

Keywords:
*analysis/European Union/developed countries/print advertisements/over-the-counter medications/direct-to-consumer advertising/DTCA/industry perspective/regulation of promotion/European Proprietary Medicines Manufacturers’ Association/Consumers International/European Bureau of Consumers’ Organizations/safety & risk information/ATTITUDES REGARDING PROMOTION: CONSUMERS/PATIENTS/ATTITUDES REGARDING PROMOTION: INDUSTRY/EVALUATION OF PROMOTION: DIRECT-TO-CONSUMER ADVERTISING/EVALUATION OF PROMOTION: PRINT AND BROADCASE ADVERTISEMENTS/PROMOTION IN SPECIFIC THERAPEUTIC AREAS: OTC MEDICATIONS/REGULATION, CODES, GUIDELINES: DIRECT GOVERNMENT REGULATION