© 2000 by Oxford University Press
Journal of the National Cancer Institute, Vol. 92, No. 12, 964-967,
June 21, 2000
© 2000 Oxford University Press
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Avalanche of Direct-to-Consumer Drug Marketing Brings New Questions
Regulation of broadcast advertising for prescription drugs began in 1997 when the U.S. Food and Drug Administration issued draft guidelines, which were made final last August. The resulting deluge of advertising—not just on television, but on bus shelters and in magazine, newspaper, and radio ads—has prompted heated opinions from all sides of the debate.
Thomas W. Abrams is no stranger to the controversy. "It’s a new area for all of us and it is something that we look at very closely," said Abrams, director of the FDA’s Drug Marketing, Advertising, and Communications (DDMAC) division.
He recognizes that some doctors are uncomfortable with prescription drug ads and those doctors say they are put in the middle when they have precious little time to discuss drug ads with patients. "But on the flip side," he said, "the advertising can serve an educational function, educate the
Downsides Too
A Point of Discussion
Questions of Balance
Good and Bad Ad Campaigns
Marketing to the Sick
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