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Healthy Skepticism Library item: 546

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

Lexchin J.
Recent progress in drug advertising
Can Fam Physician 1997; 43:1041-1042

*letter to the editor Canada journal advertisements Pharmaceutical Advertising Advisory Board (Can) references regulation of promotion DTCA direct-to-consumer advertising preclearance of advertisements PROMOTIONAL TECHNIQUES: USE OF REFERENCES


Lexchin defends the analysis of the quality of references in journal advertisements as a marker for the adequacy of regulation of promotion by the Pharmaceutical Advertising Advisory Board. He also notes that the response by McElwain ignored the distinction between advertising and information in direct-to-consumer advertising.

Reply to: Mark McElwain, Canadian Family Physician 1997;43:1041.
ProCite field5: Letter to the editor


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As an advertising man, I can assure you that advertising which does not work does not continue to run. If experience did not show beyond doubt that the great majority of doctors are splendidly responsive to current [prescription drug] advertising, new techniques would be devised in short order. And if, indeed, candor, accuracy, scientific completeness, and a permanent ban on cartoons came to be essential for the successful promotion of [prescription] drugs, advertising would have no choice but to comply.
- Pierre R. Garai (advertising executive) 1963