Healthy Skepticism Library item: 2894

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

Cope JD.
The charges against O-T-C medicine advertising--are they deserved?
J Am Pharm Assoc 1976 Sep; 16:(9):500-4

Abstract:

Advertising, to be effective, must be honest. This is particularly true with nonprescription medicines. This article reviews concerns about OTC drug advertising. OTC drug manufacturers advertise on TV because the market is very competitive. There is concern that OTC advertising may increase illicit drug abuse, particularly by youth. Review of scientific literature does not support this. Another concern is that OTC ads may contribute to unsupervised ingestion of medicine by children. Available data tend to negate this. Another concern is that OTC ads may stimulate artificial demand for nonprescription medicines. Again, data suggest otherwise. The examples of cigarettes and liquor are relevant. Neither are advertised on TV. Yet the nation’s biggest drug problem is alcohol, and cigarette consumption has increased despite the ban on TV ads. Some argue that restrictions of advertising would lead to lower prices for consumers. However, several studies have demonstrated that advertising restrictions prevent competition, thus increasing prices. Advertising restrictions also discourage the entry of new firms and new products to the market. Self-medication plays an important role in the nation’s healthcare system. The Proprietary Association’s Code of Advertising Practices has been strengthened on a number of occasions. While attempts are being made to scapegoat TV advertising, valuable resources are not being spent on determining the real reasons for drug abuse and misuse.

Keywords:
*analysis/United States/Advertising* Costs and Cost Analysis Drugs, Non-Prescription* Humans Substance-Related Disorders United States