Irresponsible Reminders: Ethical Aspects of dlrect-to-consumer drug advertising

摘要

Prescription drug advertising has flourished in recent years; consequently, so has our consciousness of the availability and variety of prescription medications. But just as the direct-to-consumer advertising of prescriptions becomes ubiquitous in our media culture, so too do many of the dangers of manipulative marketing, dangers that enhance demand beyond necessity and pose hazards to consumers. This article provides a historical overview of the primary ethical problems posed by direct-to-consumer advertising of prescriptions, and points to one form of legally permissible advertisement, "reminder advertisements," as particularly prone to deceptive marketing. Three case studies (examining ads from Vioxx, Levitra, and Rozerem) demonstrate the potential for ethical problems specific to reminder ads. Recent changes in advertising have pointed to the industry's self-regulation, yet reminder advertisements for prescription drugs continue to be lawfully utilized. I argue that only by eliminating reminder advertisements and replacing them with full, product- claim advertisements will we have the prospect of ethical marketing of prescription drugs to consumers.