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Healthy Skepticism Library item: 19483

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

Dyer C
New code requires doctors to disclose all links with drug industry
BMJ 2011 Apr 5; 342:
http://www.bmj.com/content/342/bmj.d2188.extract


Abstract:

Doctors who contract after 1 May to act as consultants or advisers to drug companies in the United Kingdom will be obliged to declare the arrangement whenever they write or speak in public on any issue relating to the company, under new industry rules.

From next year companies will also have to disclose the total amounts paid to consultants and the number of recipients, although the consultants will not have to be named.

The rules form part of the 2011 code of practice of the Association of the British Pharmaceutical Industry. Important changes include new rules …

 

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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