Healthy Skepticism Library item: 6706

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Publication type: news

Nader C.
Top doctor rues advertising drug for children
Age Newspaper ( Melbourne) 2006 Dec 5
http://www.theage.com.au/news/national/doctor-rues-advertising-drug-for-children/2006/12/04/1165080880887.html

Full text:

Top doctor rues advertising drug for children

Carol Nader
December 5, 2006

FORMER Australian of the Year and renowned plastic surgeon Fiona Wood
has admitted publicly endorsing the drug Nurofen was a mistake that she
would never repeat.

Dr Wood told The Age yesterday that appearing in advertisements
endorsing Nurofen for Children was a “one-off” motivated by a need to
fund research. She had since decided it was not appropriate to continue
the association. “It was an opportunity I explored and I would not
repeat,” she said. “I would not explore it again because I believe the
negative perception outweighs the gain … I believe it was a mistake for
me personally.”

The Australian Medical Association recently revised its ethical policy
regarding advertising, which now says it “advises doctors against
endorsement of therapeutic goods”.

Dr Wood, who is a member of the association, said she supported its
position. She said she had not personally made any money from her
endorsement of Nurofen, with the money going to the McComb Foundation,
of which she is the chairwoman, for research into burns.

Studies have linked ibuprofen, which is marketed as Nurofen and a number
of other brands, to an increased risk of heart attacks and miscarriage.
But Dr Wood said she had given Nurofen to her own children and believed
it was safe if used within the guidelines.

Dr Wood is still on a website recommending Nurofen for Children for pain
relief and fever. It is likely to be taken down at the end of the month.

The manufacturer of Nurofen, Reckitt Benckiser, said in a statement last
night that it was “unaware of any recent concerns Dr Wood may have had
with being involved in an advertising campaign, and will contact Dr Wood
directly to discuss this in further detail”.

The chairwoman of the AMA’s ethics committee, Perth GP Rosanna
Capolingua, said the committee had been reviewing the role of doctors in
endorsing over-the-counter drugs.

“We have very strong feelings that doctors should not be engaged in that
role,” she said.

“Patients view us with great credibility and trust and it is in the best
interests of patients to go to their doctor and work out what is best
for them, and not take on board a marketing message from a doctor.”

The committee’s position was ratified by the AMA Federal Council last
month. It was in response to changes recommended by the Therapeutic
Goods Advertising Code Council, which is made up of industry, consumers
and pharmacy representatives.

The AMA’s position on advertising over-the-counter drugs had only been
changed to allow for it last year, but that move has now been reversed.
Advertising of prescription drugs to consumers is not permitted.

But there are no changes to the AMA’s position on the ethics of doctors
accepting freebies from drug companies. The pharmaceutical industry body
Medicines Australia is fighting in the Federal Court attempts by the
Australian Competition and Consumer Commission to force drug companies
to be more transparent about hospitality.

Dr Capolingua said it was imperative that doctors made decisions about
what medication to prescribe based on what was best for the patient.

“I think it’s healthy that the public is worried and continue to make
doctors accountable because it helps us maintain that high ethical
standard,” she said.