Healthy Skepticism Library item: 1297

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

Cordon S.
Lift ban on drug ads, newspaper group says
The Windsor Star 2003 Jun 18

Full text:

The federal government should lift its ban on direct advertising by drug companies to consumers so Canadians can get better information about new drugs, the head of a newspaper industry lobby group said Tuesday.

Otherwise, people might not be getting the full story about developments in medicine, Anne Kothawala, president of the Canadian Newspaper Association, told a Senate committee.

“Canadians want and deserve balanced, regulated, clear information on prescription medicines so they can participate in decisions that affect their health,” Kothawala said.

A good source for that health information?

Newspaper advertisements aimed at consumers and paid for by drug companies, she told the committee, which is looking into the state of Canadian news media.

In Canada, direct-to-consumer drug advertising of the type seen on American TV networks is not allowed, in part over fears it will sharply increase use of prescription drugs. However, drug makers, newspapers and broadcasters have been pushing to have that ban dropped.

In this country, pharmaceutical companies have two options to market their products. They can tailor an ad around the name of a drug without stating what condition it is used for — which only works if the drug name is well known and its use is commonly understood. Or they can advertise a condition and suggest people who have it talk to their doctor, call a toll-free number or visit a Web site to learn more about treatment.

Private broadcasters have estimated that their industry alone could generate another $240 million a year in ad revenue if a ban on direct-to-consumer drug advertising was lifted.

Kothawala, whose organization represents the owners of about 82 of Canada’s biggest daily newspapers — also told senators that despite declining circulation and media consolidation, people will continue to see a diverse range of voices and opinions.

Senator Pat Carney suggested that efforts by the Canwest Global Communications media group to consolidate its editing operations in Winnipeg plus the recent layoffs of journalists by the Winnipeg-based publisher and broadcaster are dramatically reducing media choices.