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Healthy Skepticism Library item: 13482

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

Ferner RE, Beard K.
Over the counter medicines: proceed with caution
BMJ 2008 Mar 29; 336:(7646):694
http://www.bmj.com/cgi/content/full/336/7646/694


Abstract:

Robin Ferner and Keith Beard caution that the risks of increasing people’s access to over the counter medicines may outweigh the benefits

An all party parliamentary group in England is currently assessing whether there is a case for banning over the counter access to analgesics containing weak opioids.1 Recent coroner’s inquests found that a 41 year old man died from respiratory depression after taking an over the counter analgesic containing paracetamol and dihydrocodeine2 and attributed the death of a 49 year old woman to renal failure from addiction to an over the counter preparation containing ibuprofen and codeine.3 Here we consider what determines whether a medicine is available over the counter and whether changes are needed…


Notes:

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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