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Healthy Skepticism Library item: 2967

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

Martin RW.
Drug advertisements
New Zealand Medical Journal 1978; 87:295


Abstract:

The Pharmaceutical Manufacturers Association takes the position that the Executive Committee is elected from the membership and it is the task of that Committee to enforce the Code of Practice. The names of every offender are notified to the New Zealand Medical Association and the Health Department.

Keywords:
*letter to the editor/New Zealand/ Pharmaceutical Manufacturers Association (NZ)/ regulation of promotion/ Code of Practice for the Pharmaceutical Industry (NZ)/REGULATION, CODES, GUIDELINES: COMPLIANCE, SANCTIONS, STANDARDS/REGULATION, CODES, GUIDELINES: INDUSTRY SELF-REGULATION

 

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Cases of wilful misrepresentation are a rarity in medical advertising. For every advertisement in which nonexistent doctors are called on to testify or deliberately irrelevant references are bunched up in [fine print], you will find a hundred or more whose greatest offenses are unquestioning enthusiasm and the skill to communicate it.

The best defence the physician can muster against this kind of advertising is a healthy skepticism and a willingness, not always apparent in the past, to do his homework. He must cultivate a flair for spotting the logical loophole, the invalid clinical trial, the unreliable or meaningless testimonial, the unneeded improvement and the unlikely claim. Above all, he must develop greater resistance to the lure of the fashionable and the new.
- Pierre R. Garai (advertising executive) 1963