Healthy Skepticism Library item: 3231

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

Murphy DH.
Direct to consumer advertising of prescription drugs. FDA's first round of tests
Am Pharm. 1984 Feb 01; 24:(2):20-3

Abstract:

Whether DTCA will become a reality is unclear. FDA has completed preliminary research and is drafting rules under which limited experimental advertising could begin soon. DTCA has never actually been prohibited. But with increasing industry interest, FDA requested a voluntary moratorium to provide time to examine its ramifications. FDA has conducted an experiment on consumer reactions to ads for fictitious drugs. The ads differed in information about side-effects or how the information was displayed. The questionnaire investigated information retention and likely effects on interactions with doctors. The results are not yet available. Preliminary results of a survey of viewers of Cable Health Network’s ‘Physicians’ Journal Update’ indicate that both physicians and consumers believe DTCA is helpful to the public, in contrast to an earlier AMA poll that found that 64% of physicians objected to it. FDA will let companies experiment with DTCA. Under regulations currently being drafted, FDA will waive the full disclosure requirements that now make DTCA impractical. FDA will maintain tight control over ad content, test protocols, and test markets. The policy may change when a new commissioner replaces acting commissioner Mark Novitch. But if DTCA is sanctioned, a whole new species of advertising will enter the market.

Keywords:
*analysis/United States/ Advertising* Prescriptions, Drug* United States United States Food and Drug Administration