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Healthy Skepticism Library item: 17091

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: news

Arnold M
TV viewers suffer risk info overload from pharma ads
Medical Marketing & Media 2009 Dec 16
http://www.mmm-online.com/tv-viewers-suffer-risk-info-overload-from-pharma-ads/article/160480/


Full text:

Consumers tend to block out risk info in TV and print ads for prescription drugs-particularly those over age 55-according to a study by ORC Guideline.
The research firm found that 41% of US consumers pay little or no attention to risk info presented by pharma companies in their TV commercials, and half did the same for disclosures in print ads. Respondents over the age of 55 were particularly likely to tune out risk info.

ORC Guideline’s chief research officer, Morris Whitcup, said risk info overload is probably to blame.
The online survey of 1,045 US adults was conducted October 29-30.

 

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...to influence multinational corporations effectively, the efforts of governments will have to be complemented by others, notably the many voluntary organisations that have shown they can effectively represent society’s public-health interests…
A small group known as Healthy Skepticism; formerly the Medical Lobby for Appropriate Marketing) has consistently and insistently drawn the attention of producers to promotional malpractice, calling for (and often securing) correction. These organisations [Healthy Skepticism, Médecins Sans Frontières and Health Action International] are small, but they are capable; they bear malice towards no one, and they are inscrutably honest. If industry is indeed persuaded to face up to its social responsibilities in the coming years it may well be because of these associations and others like them.
- Dukes MN. Accountability of the pharmaceutical industry. Lancet. 2002 Nov 23; 360(9346)1682-4.