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Healthy Skepticism Library item: 2969

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

Rheinstein PH, Hugstad PS.
The regulation of prescription drug advertising
1978; 407-416


Abstract:

Since the passage of the drug amendments of 1962, the Food and Drug Administration’s Bureau of Drugs has been given regulatory authority and responsibility over prescription drug advertising. In the more than 15 intervening years, a number of changes have occurred in the structure and functioning of the FDA unit charged with regulating drug advertising and the advertising practices of the pharmaceutical industry. This chapter presents a historical and evolutionary review of the regulation of prescription drug advertising and discusses areas of future interest and concern to the present Division of Drug Advertising.

Keywords:
*analysis/United States/regulation of promotion/Food and Drug Administration/FDA/REGULATION, CODES, GUIDELINES: DIRECT GOVERNMENT REGULATION

 

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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