Could Less be More? An Analysis of Direct to Consumer Advertising of Prescription Medicines

Prescription medicines are now frequently promoted on television, a change that has prompted strong debate over the merits of direct to consumer advertising of restricted drugs (DTCA). The debate has centred on three issues: the effect advertising has on doctor-patient relationships; the alleged pressure campaigns place on pharmaceutical budgets, and the quality of information consumers receive. This paper describes a pilot study that examined the third issue. Attempts to provide full details about a drug’s properties appear to limit consumers ’ ability to understand and recall more fundamental information about that drug. We suggest changes to the regulations governing DTCA that may assist the conveyance of balanced information to consumers