30 April 2007 - 0:34The effects of Direct to Consumer prescription drug advertising
In 1999 the US Food and Drug Administration changed the rules regulating “Direct to Consumer” or DTC advertising of prescription drugs. You are almost certainly familiar with these ads. It is almost possible to read a magazine or watch commercial TV without encountering them. There are still sizable restrictions on the content of these ads, including the mandatory description of side effects.
The United States has some of the most lax regulations on direct to consumer pharmaceutical marketing. In fact, most countries simply do not permit mass market advertising of prescription drugs. The reasoning for restricting direct to consumer advertising is clear from the ads we view today. They market prescription drugs as a panacea for life’s problems. By encouraging potential patients to “ask their doctor” about a particular medication they introduce bias and prejudice into medical diagnosis. Furthermore, frequently people end up taking medications they don’t really need, which drives up the cost of health care and medical insurance.
Between 1989 and 1999 spending on DTC pharmaceutical advertising increased from $12 million to $1.58 billion (source). By 2005, DTC spending increased to $4.2 billion. But you don’t even need to look at the dollar expenditures to know that prescription drug advertising is out of control - just flip on prime time TV. Complicating matters, many of the drugs advertised are psychiatric drugs, arguably some of the least well understood pharmaceuticals.
There is also a secondary affect from the direct to consumer advertising binge. It has driven which areas of health care drug companies are willing to pursue. Instead of targeting the most life threatening or dangerous diseases there is instead a huge interest in developing drugs which will be easy to market to consumers. This has also driven development of new derived from older drugs but with marginal improvement. Many people have questioned the need for Esomeprazole, extremely heavily marketed as Nexium. Esomeprazole is an updated version of Omeprazole (Prilosec). Both drugs were created by AstraZeneca Pharmaceuticals, but Omeprazole is now available in generic form. Despite the controversy surrounding its efficacy, in 2005 Nexium was the third best selling drug in the world.
There are many solutions to this. Generally I tend to prefer avoiding government regulation when possible. But this is an example where it is very important to restrict commercial activity in order to ensure it doesn’t affect the safety of health care. I think at this point there is at least a need to return to the more restrictive rules in place before 1999. Going further, the US could also choose to align themselves with the EU and ban direct to consumer advertising. A good compromise solution might be to restrict television advertising but allow print advertising, which currently provides significantly more information about the side effects and mechanism of the drug.







