Healthy Skepticism Library item: 1665
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
Jack I.
Majority wants drug ads legalized, poll shows
Financial Post: Canada 2002 Feb 1
Full text:
OTTAWA – A coalition of media organizations yesterday stepped up a campaign to legalize pharmaceutical ads, releasing polling results that show a majority of Canadians would welcome such a change.
The poll also found a majority of Canadians believe ads about prescription drugs are already legal in Canada, a mistaken impression the coalition blames on exposure to print and TV ads in U.S. media, where they are legal. The prize for Canadian media is the advertising market could be opened up with a change in legislation — a market one informed source estimated to be worth $200-million to $400-million. It is especially enticing in a time advertising revenue has dipped at most outlets along with the general economy. The Food and Drug Act prevents companies from using the names of prescription medicines, so the only ads on Canadian TV or in print are about conditions such as erectile dysfunction rather than particular drugs. The Ipsos-Reid poll of 1,503 Canadians, conducted in August, found 68% of Canadians agree the government should allow advertising about prescription medicine aimed at the public. Just over half those surveyed, or 53%, believed prescription drug advertising is legal in Canada. The poll found 69% want any advertising to be subject to special regulations to protect consumers, and the coalition has proposed some. Its proposal would prevent ads for a drug from appearing for six months after it is approved by Health Canada, to allow doctors time to familiarize themselves with it, set up an independent regulatory authority to vet and approve ads, and require ads to clearly state major side effects and suggest a doctor be consulted. Opponents of such advertising say it generates demand for costly drugs that patients may not need, and commercializes what should be a health issue between a doctor and a patient. The coalition says Canadians get unregulated information about drugs from U.S. media outlets. The poll is considered accurate to within 2.5%, 95% of the time. Lobby groups for newspapers, broadcasters, magazines and the advertising industry make up the group, Alliance for Access to Medical Information.
