Healthy Skepticism Library item: 2893

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

Berlow L.
The pharmacist and television advertising.
J Am Pharm Assoc 1976 Sep; 16:(9):510-2

Abstract:

Television bombards the public with OTC advertising. Little wonder our society is so drug-oriented. Advertisers use sophisticated techniques to exploit buying habits. The National Association of Attorneys General recently petitioned the Federal Communications Commission to ban TV drug ads from 6 am to 9 pm. A bill introduced by Congressman Wirth provides for research on the effects of advertising on children, and elimination of practices found to mislead children or induce hazardous conduct. A 1972 study found that70% of health advertising was inaccurate and/or misleading. However OTC manufacturers argue that self-medication is essential. Pharmacists are taking no particular side, but their image is exploited by advertisers. The ‘Men-in-White’ prohibition is subtly violated, e.g. by showing men who look like pharmacists but are not wearing white coats, and some ads are offensive to pharmacists. Other ads suggest that professional help is unnecessary. It is incongruous that gas station ‘operators’ or ‘mechanics’ peddle car products, but anyone can recommend drugs for human consumption. The Proprietary Association position appears consistent with the National Association of Broadcasters Code Authority, but one evening of TV will show ads that breach the Code. Pharmacists may be in more jeopardy than they suspect, in terms of product liability. The pharmacy profession needs to take more action to change its image, and a good starting point may be with OTC manufacturers and advertisers.

Keywords:
*analysis/United States/Advertising* Drugs, Non-Prescription* Legislation, Drug Pharmacists* Television* United States