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Healthy Skepticism Library item: 8895

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

Statement of the American Pharmaceutical Association to the monopoly subcommittee of the Senate Small Business Committee of the United States Senate
J Am Pharm Assoc 1971 Sep; 11:468-473


Abstract:

Included in this report presented on May 26, 1971, are considerations of the role of selfdiagnosis and selfmedication on American life, the advertising and promotion of nonprescription drugs, the efficacy and safety of this class of drugs, and the role of the American Pharmaceutical Association in the education of pharmacists and the public on the use and misuse of such nonprescription drugs. While acknowledging that nonprescription drugs are a normal and potentially beneficial part of health care, the report notes that their misuse poses definite public health problems. The dangers of drug advertising, much of which is misleading, erroneous, and contributes to the drug orientation of American society, are stressed. The report recommends that drugs be reclassified from the present 2 categories, prescription and nonprescription, to 4: (1) to be dispensed at the request of a medical practitioner and renewable at the prescriber’s discretion only; (2) to be dispensed at the request of a medical practitioner and renewable for a reasonable period at the pharmacist’s discretion; (3) to be dispensed personally by a pharmacist at his professional discretion at the request of the patient; and (4) to be sold directly to the public without professional supervision or control. The need for increased professional control and guidance in the area of selfmedication and for complete reporting on the ingredients and strengths of over-the-counter drugs is emphasized.

 

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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