LOS ANGELES, Nov 16, 2009 (UPI via COMTEX) -- Direct-to-consumer advertising of
drugs offers some benefits but also has significant risks that can be magnified,
U.S. researchers said.
"American television viewers see as many as 16 hours of prescription drug
advertisements each year, and the reality is that these ads are not doing a good
job of helping consumers make better decisions about their health," lead author
Dominick L. Frosch of the University of California, Los Angeles, said in a
statement. "If the pharmaceutical industry isn't willing to change the ads to
make them more useful to consumers, Congress should consider passing legislation
that will regulate the ads to improve the information provided in order to help
patients make more informed choices."
Frosch and his colleagues confirmed there are some benefits to drug ads, but
they are limited and can be improved. The majority of ads fail to provide enough
information to allow consumers to identify clearly whether the advertised drug
is right for them.
Over-dramatization and emotional portrayal of a drug's benefits can be
misleading to consumers, while messages about its risks are often diluted by
contradictory imagery.
The findings are published in the American Journal of Public Health.
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Copyright 2009 by United Press International