Healthy Skepticism Library item: 2897

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

Helffrich S.
The broadcaster view O-T-C advertising.
J Am Pharm Assoc 1976 Sep; 16:(9):507-9,

Abstract:

Although there appears to be consensus that OTC drugs are useful, there is concern about inappropriate use. Advertising has been singled out by some as the culprit. The National Association of Broadcasters Code Authority is a key element broadcasters’ response to public interest issues. This standards-setting self-regulatory activity is supported financially by radio and TV networks. Radio and TV each have a formalized code, combining professional ethics and broadcasters’ and advertisers’ interests. The Code standards and guidelines affect OTC advertising, as do broad standards governing false and misleading advertising. The standards and guidelines are discussed in some detail. The ‘men-in-white’ rule prevents physicians, dentists, and nurses appearing in OTC ads, based on a premise that health professionals neither make en masse diagnosis of ailments nor endorse en masse products for their relief. Pharmacists’ views on the Code would be useful to know. There are specific guidelines for stimulant, calmative, and sleeping-aid products (Appendix A). We believe in safeguards against the encouragement of ‘pill-popping’. There are specific advertising standards calling for special caution with content and presentation of ads in or near children’s programs. There are also separate guidelines for weight reduction products and products for arthritis and rheumatism pain.

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