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Healthy Skepticism Library item: 8571

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

What you should know about the FTC
J Am Pharm Assoc. 1975 Dec; 15:(12):668-77


Abstract:

The full text of the American Pharmaceutical Association’s formal comment to the proposed Federal Trade Commission, (FTC) trade regulations on prescription price disclosure is reproduced. In its comments, the APhA questions the claim that the FTC’s investigation of prescription price disclosure was a fair and objective fact finding effort. The FTC is further charged with misunderstanding the nature of pharmacy practice and contributing to the creation of a monopoly in the drug marketplace. Texts of correspondence relating to APhA’s reply are given in appendices to the main letter.

Keywords:
Costs and Cost Analysis* Government Agencies Legislation, Drug Pharmacies Prescriptions, Drug* United States

 

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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