Healthy Skepticism Library item: 8311

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

Moynihan R.
Attempt to undermine European ban on advertising drugs fails in France
BMJ 2007 Feb 10; 334:(7588):279
http://www.bmj.com/cgi/content/full/334/7588/279

Abstract:

A controversial proposal to have drug companies’ “patient compliance” programmes declared legal in France has failed.

Critics described the proposal as a backdoor attempt to introduce into France direct to consumer drug advertising, which is currently banned throughout Europe.

Compliance support programmes organised by drug companies can include telephone reminders to consumers, personalised information for patients, and even home visits from nurses. The drug industry defends public health programmes as valuable for boosting adherence to treatment; others argue the programmes are Big Brother-style marketing strategies intended to boost profits.

A recently formed advocacy group called the Medicines in Europe Forum, which comprises patients, professionals, and others, successfully lobbied French politicians last month to reject the proposal. The group claims that compliance programmes are often little more than advertising stunts, designed to build brand loyalty and “increase the quantity of drugs consumed.”

The group’s materials, sent to French politicians, cite examples . . .