Direct-to-Consumer Pharmaceutical Advertising

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Abstract
THE RAPID growth of direct-to-consumer (DTC) pharmaceutical advertising in recent years has generated considerable controversy and debate over what has been referred to as "an inherent conflict of interest between the legitimate business goals of manufacturers and the social, medical and economic needs of providers and the public to select and use drugs in the most rational way."1 As national spending on prescription drugs has more than tripled in the past 10 years, a notable change has been observed in the marketing strategies of the pharmaceutical industry, with an increased focus on advertising directly to the consumer. Nearly $2.5 billion was spent on DTC advertisements in 2000, representing a 3-fold increase from 1996, despite a relatively constant amount of overall spending for all other types of promotional efforts.2 There are multiple reasons for the dramatic increase in DTC advertising, which include a relaxation in the Food and Drug Administration's regulatory requirements for broadcast advertising, allowing advertisers to refer consumers to other sources for more complete product information. Other factors include the industry's response to the increasing prevalence of health-related information available directly to the public through the media and Internet and a reaction to some of the restrictions placed on drug prescribing by managed care formularies.2 Consumer demand for a more active role in health care may contribute to the market for such advertisements as well.2