The Lowdown on Drug Ads

Direct-to-consumer advertising (DTCA) has grown into a $4 billion industry in the United States within a decade. Since 1997, it has reached an annual growth rate of 20 percent and, though marred with controversies, is still very much thriving.

DTCA refers to the promotion of prescription drugs via mainstream media. Though prescription drugs by definition can only be obtained through a doctor's order or medical prescription, a rule amendment has allowed pharmaceutical companies to advertise these medications directly to the public.

There are three basic kinds of DTC advertisements, the most common of which is the product-claim ad. This type features the name of the drug and the condition it is meant to treat. The Food and Drug Authority requires that it should also present a balanced information on the drug's benefits and risks and provide an avenue for getting further information such as a toll-free number.

A reminder ad on the other hand only mentions the name of the drug and other minimal information such as dosage or cost. It doesn't provide an explanation on the medication's use, effectiveness, and benefits. Reminder ads are also not required to present the drug's risks.

The third type is the help-seeking ad. This kind of advertisement is intended to raise more awareness about a certain medical condition and to let the public know that there are available treatments for it. The ad doesn't mention a specific medication nor is it obligated to present risk information.

So far, there are only two developed countries which allow direct-to-consumer advertising: the US and New Zealand. The European Commission once proposed to allow DTC ads for medication treatments of AIDS, asthma, and diabetes but it was rejected by both the European Parliament and the European Council. Public health groups in Europe are still skeptical that drug companies can provide unbiased information on medical issues.

Proponents of DTC advertising contend that drug ads are helpful means to educate the public of potential medical conditions and encourage them to talk to their doctors. This could lead to earlier detection of diseases and possible avoidance of costly and more complicated treatments. DTC ads are also said to help remove the taboo of diseases which are rarely discussed in the open.

Meanwhile DTCA critics say that these ads are a big factor in encouraging people to resort to medications even when their conditions do not warrant the use of drugs. They further point out that drug ads often highlight the benefits while understating the risks. DTC advertising is also accused of promoting casual and unnecessary intake of medications.

In the US, the Food and Drug Administration oversees the advertising of prescription drugs. For those that violate FDA regulations, the agency issues untitled and warning letters which ask for the withdrawal of the ads. Untitled letters are usually sent to companies that commit first time offenses or less serious violations while warnings are given to recurring violators. The latter also request for corrective advertisements to counter or balance the misleading ads which were earlier released.