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Healthy Skepticism Library item: 12028

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

Nelson R.
When ads trump evidence: is direct-to-consumer advertising leading practice?
Am J Nurs 2007 Oct; 107:(10):25-6
http://meta.wkhealth.com/pt/pt-core/template-journal/lwwgateway/media/landingpage.htm?an=00000446-200710000-00018


Abstract:

No abstract available

Keywords:
MeSH Terms: Advertising/legislation & jurisprudence Advertising/standards* Drug Industry/organization & administration* Equipment and Supplies/standards Evidence-Based Medicine/organization & administration* Government Regulation Health Education/organization & administration Health Expenditures Health Services Accessibility Humans Patient Acceptance of Health Care* Physician's Practice Patterns/organization & administration* Prescriptions, Drug/standards United States United States Food and Drug Administration/organization & administration

 

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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