Healthy Skepticism Library item: 18191

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
Ban direct to consumer advertising, report recommends
BMJ 2003 Mar 1; 326:(7387):467
http://www.bmj.com/cgi/content/extract/326/7387/467/a

Abstract:

A report on direct to consumer advertising of prescription only medicines in New Zealand has recommended that the practice be banned.

The report, by senior academic staff at all four of New Zealand’s medical schools, concluded that such advertising, which is allowed in New Zealand, does not give “objective information on risks, benefits and options to assist patients to participate in healthcare decisions.”

Professor Les Toop, from the University of Otago’s Christchurch School of Medicine and Health Sciences, and his five colleagues recommended that “an independent health information service” be established to inform consumers on health and treatment options instead of direct to consumer advertising.

Unlike in the United States, the only other developed country that allows direct to consumer advertising, in New Zealand the health department does not routinely monitor advertising. Complaints about advertisements are dealt with under self regulatory codes run by . .