Healthy Skepticism Library item: 2714

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

Buc N.
Current regulatory issues in marketing prescription drugs: Comparative claims and advertising to consumers
Food Drug Cosmetic Law Journal 1982; 37:402-408

Abstract:

In the last year, the pharmaceutical industry and FDA have been forced by commercial developments to reconsider several aspects of prescription drug advertising and labeling. Even putting aside the ever-contentious issue of patient package inserts, the subjects of comparative claims and of promoting prescription drugs directly to consumers have engaged the interest of FDA and FDA watchers. One drug company, Eli Lilly, twice crossed swords with its competitors, Upjohn and Schering, over comparative claims in prescription drug labeling. Two other companies, Boots and Merck Sharp & Dohme (MS&D), went straight to consumers Boots with a $1.50 rebate on its Rufen brand of ibuprofen, MS&D with a Reader’s Digest advertisement for Pneumovax. As a result of all this activity, marketers of prescription drug products, the federal agencies which regulate them, and other interested parties the health care community, advertising practitioners, and consumer groups may find it timely to reexamine some of the legal and policy implications of the regulation of prescription drug marketing.

Keywords:
analysis/United States/