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Healthy Skepticism Library item: 18054

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 companies succeed in keeping payments to doctors secret
BMJ 2003 Nov 29; 327:(7426):1248
http://www.bmj.com/cgi/content/extract/327/7426/1248-a


Abstract:

Lobbying by Australia’s drug industry association, Medicines Australia, has persuaded the Australian Competition and Consumer Commission (ACCC) to scrap a proposal to require public disclosure of drug companies’ sponsorship of doctors’ travel and accommodation and other promotional benefits.

The commission, a government agency established to protect consumers from anticompetitive activity, had originally proposed accrediting a self regulatory code on the marketing of drugs developed by Medicines Australia member companies, subject to certain amendments.

The first amendment laid down that Medicines Australia publish details of all breaches of the code on its website in full and in the annual report of its code of conduct committee. Medicines Australia found that amendment acceptable.

The commission also recommended that member companies disclose planned sponsorship of events and travel for doctors, “to ensure that benefits are not provided which might affect doctors’ prescribing habits.” This proposal drew strong criticism from Medicines . . .

 

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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