Healthy Skepticism Library item: 3544

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

Harvey K.
The impact of the WHO ethical criteria for medicinal drug promotion: a study by Health Action International (HAI)
1988; 4
www.haiweb.org

Abstract:

Health Action International conducted a survey on the control of drug promotion in 20 developing countries and 11 developed countries. Out of a total possible score of 37, developing countries had a mean score of 7.6 in contrast to a mean score of 16.9 for developed countries.

Keywords:
*analytic survey/developing countries/developed countries/regulation of promotion/Health Action International/HAI/WHO/World Health Organization/Ethical Criteria for Medicinal Drug Promotion/EVALUATION OF PROMOTION: COMPARISON BETWEEN DEVELOPING AND DEVELOPED COUNTRIES/REGULATION, CODES, GUIDELINES: COMPLIANCE, SANCTIONS, STANDARDS

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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