Healthy Skepticism Library item: 3311

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

FDA withdraws moratorium on direct-to-consumer advertising
American Pharmacy 1985 Nov 01; 25:(11):9-11

Abstract:

FDA has withdrawn the voluntary moratorium on DTCA of prescription drugs, with mixed signals from industry, including concern about expense and liability. But the climate may have changed with newly approved generics of former blockbusters. FDA gave two reasons for ending the moratorium: it was intended to allow time for dialogue among consumers, health professionals and industry, and time for research. Both had been realized. FDA will forego planned test programs. Advertisers will have to include brief summaries on side-effects and contraindications, which may deter them. Rep. John Dingell’s House Commerce Oversight and Investigations Committee appears to remain skeptical about DTCA’s value. FDA surveys found 80% of public meeting attendees opposed unregulated DTCA. Merrell Dow already plans a Nicorette campaign. Two vocal champions of DTCA are advertising firm Gross Townsend Frank and the Federal Trade Commission, which argued in the NEJM that it will facilitate a better match between patient and drug and that there is no certainty that advertising costs will have to be absorbed by consumers because less money may be spent on detailing. GTF president Alan Gross argues the value of TV ads for conditions such as hypertension and diabetes that can progress untreated for years, and warns industry to be prepared to incorporate TV advertising.

Keywords:
*analysis/United States/