Healthy Skepticism Library item: 2898

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

Hodes B.
Are magazine ads for O-T-C drugs based on fact?
J Am Pharm Assoc 1976 Sep; 16:(9):513-5

Abstract:

O-t-c drug ads serve as basis of consumer health education program designed for presentation by pharmacists. This article describes a program focusing on critical analysis of OTC drug advertising, designed for presentation by pharmacists to lay and health professional groups. The objectives are to create skepticism, transmit information about OTC drugs, and promote rational OTC drug-taking. The program consists of slides and commentary about ads primarily from women’s magazines. Although the program has not been evaluated, it has been well received. An Excedrin ad refers to ‘two research studies’, only one of which has been published in a medical journal. The ad refers to headache pain, but the research focused on post-partum pain. An Anacin ad does not specifically state that the active ingredient is aspirin, and makes questionable claims about its action and safety. A Bufferin ad equates rapid dissolution with early onset of relief, without evidence. A Serutan laxative ad advocates daily use, which is inappropriate and potentially harmful. A Geritol ad implies that this vitamin/iron supplement enhances marital relationships and makes women look better, and perpetuates the myth that normal healthy women need iron supplements. Many additional issues could be discussed, including drug interactions and adverse reactions, and the price differential between heavily advertised and equivalent non-advertised drugs.

Keywords:
*content analysis/United States/Advertising* Drugs, Non-Prescription* United States