Television viewers across the US were treated to a string of adverts earlier this year that would never have been allowed in Europe. They looked innocuous enough, showing wholesome images of hang-gliders, balloonists and skiers. What made them unacceptable on the other side of the Atlantic was the product they were promoting: prescription medicines, in this case hay fever remedies. Drugs companies in the US have been allowed to advertise prescription drugs on television and radio since August 1997, and the hay fever campaign was among the first to be shown. The companies have been free to promote their products in consumer magazines since 1985.
展开▼
