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Healthy Skepticism Library item: 10841

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

Burton B.
Drug industry loses bid to block disclosure of doctors' gifts
BMJ 2007 Jul 7; 335:(7609):12
http://www.bmj.com/cgi/content/full/335/7609/12-b


Abstract:

A court ruling has upheld the validity of a requirement that member companies of Australia’s leading lobby group for the drug industry disclose details of hospitality provided at “educational” events for doctors.

In July 2006 the Australian Competition and Consumer Commission approved a revised self regulatory code of conduct developed by Medicines Australia, with the proviso that member companies submit details of hospitality provided and that the data be made publicly available on the group’s website (BMJ 2006;333:278, doi: 10.1136/bmj.333.7562.278-b).

Subsequently, Medicines Australia lodged an appeal with the Australian Competition Tribunal, disputing that the additional requirements would be of public benefit and proposing that the code be approved for five years rather than three.

In its judgment, the tribunal noted that the code of conduct monitoring committee, which reviewed materials for more than 4700 events held between 2003 and 2005, lacked rigour. “Given the volume of events and . . .

 

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Cases of wilful misrepresentation are a rarity in medical advertising. For every advertisement in which nonexistent doctors are called on to testify or deliberately irrelevant references are bunched up in [fine print], you will find a hundred or more whose greatest offenses are unquestioning enthusiasm and the skill to communicate it.

The best defence the physician can muster against this kind of advertising is a healthy skepticism and a willingness, not always apparent in the past, to do his homework. He must cultivate a flair for spotting the logical loophole, the invalid clinical trial, the unreliable or meaningless testimonial, the unneeded improvement and the unlikely claim. Above all, he must develop greater resistance to the lure of the fashionable and the new.
- Pierre R. Garai (advertising executive) 1963