Direct-to-consumer advertising under the radar: the need for realistic drugs policy in Australia
Date
2007
Authors
Mackenzie, F.
Jordens, C.
Ankeny, R.
McPhee, J.
Kerridge, I.
Editors
Advisors
Journal Title
Journal ISSN
Volume Title
Type:
Journal article
Citation
Internal Medicine Journal, 2007; 37(4):224-228
Statement of Responsibility
F. J. Mackenzie, C. F. C. Jordens, R. A. Ankeny, J. McPhee and I. H. Kerridge
Conference Name
Abstract
Direct-to-consumer advertising of prescription medicines (DTCA-PM) is currently banned in Australia. DTCA-PM is thought to increase health-care costs by increasing demand for drugs that are both expensive and potentially harmful. However, DTCA-PM is occurring in Australia despite the current prohibition. We argue that successful regulation of the practice has been undermined as a result of changes brought about by the ongoing communications revolution, the increasing centrality of patient choice in medical decision-making and the impossibility of drawing and maintaining a sharp distinction between information and advertising. The prohibition is further threatened by recent international trade agreements. These factors make DTCA-PM inevitable and legislative and professional bodies need to acknowledge this to create a more effective health-care policy.
School/Discipline
Dissertation Note
Provenance
Description
The definitive version is available at www.blackwell-synergy.com