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The Impact of Direct-to-Consumer Advertising

By Carol Lewis

When it comes to advertising prescription drugs on radio and television and in magazines, doctors say that, for the most part, the ads help people more than hurt them. Preliminary results of a Food and Drug Administration survey, released in January, also indicate that most physicians view direct-to-consumer (DTC) ads as one of many factors that affect their medical practices and their interactions with patients.

For decades, prescription drug makers promoted their products exclusively to health-care professionals, who were expected to interpret drug information for their patients. But about 15 years ago, partly because of the increase in the number of patients making their own health-care decisions, some manufacturers began to produce ads targeted to consumers. Since then, DTC advertising has become a popular promotional tool.

The FDA oversees the advertising of prescription drug products under the Federal Food, Drug, and Cosmetic Act and related regulations. That means the agency must ensure that prescription drug information provided by drug firms is truthful, balanced, and accurately communicated. This is accomplished through a comprehensive surveillance, enforcement, and education program, and by fostering better communication of labeling and promotional information to both health professionals and consumers.

The 500-physician survey, released in January 2003, is the third in a series of evaluations that the FDA is using to understand better why doctors prescribe the way they do.

Comparison of this and two previous surveys indicates that awareness of DTC ads is increasing. For example, 81 percent of respondents in 2002 reported seeing or hearing an ad for a prescription drug. This figure is up from 72 percent in 1999. But 58 percent agreed strongly that DTC ads make the drugs seem better than they really are.

The results of all three surveys, which will be summarized in a final report expected to be issued early this year, will help the agency decide whether advertising rules need to be changed to ensure better public understanding of a drug's risks and benefits.

"Much of our compliance and enforcement activity is spent trying to ensure that companies don't low-ball risks in the ad and provide inflated expectations of benefit," says Janet Woodcock, M.D., director of the FDA's Center for Drug Evaluation and Research.

Other highlights of the survey include: