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Digital Direct-to-Consumer Advertising: A Perfect Storm of Rapid Evolution and Stagnant Regulation Comment on 'Trouble Spots in Online Direct-to-Consumer Prescription Drug Promotion: A Content Analysis of FDA Warning Letters'

机译:数字直接的消费广告:快速进化和停滞监管的完美风暴对“在线直接消费者处方药促进中的麻烦点:FDA警告信的内容分析”

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摘要

The adoption and use of digital forms of direct-to-consumer advertising (also known as “eDTCA”) is on the rise. At the same time, the universe of eDTCA is expanding, as technology on Internet-based platforms continues to evolve, from static websites, to social media, and nearly ubiquitous use of mobile devices. However, little is known about how this unique form of pharmaceutical marketing impacts consumer behavior, public health, and overall healthcare utilization. The study by Kim analyzing US Food and Drug Administration (FDA) notices of violations (NOVs) and warning letters regarding online promotional activities takes us in the right direction, but study results raise as many questions as it does answers. Chief among these are unanswered concerns about the unique regulatory challenges posed by the “disruptive” qualities of eDTCA, and whether regulators have sufficient resources and oversight powers to proactively address potential violations. Further, the globalization of eDTCA via borderless Internet-based technologies raises larger concerns about the potential global impact of this form of health marketing unique to only the United States and New Zealand. Collectively, these challenges make it unlikely that regulatory science will be able to keep apace with the continued rapid evolution of eDTCA unless more creative policy solutions are explored.
机译:直接面向消费者的广告(也称为“eDTCA”)的数字形式的采用和使用呈上升趋势。与此同时,eDTCA的宇宙正在膨胀,作为基于互联网平台技术的不断发展,从静态网站,社交媒体,并且几乎无处不在移动设备的使用。然而,很少有人知道如何的医药营销影响消费者行为,公共卫生和整体医疗利用这一独特的形式。受侵犯的金分析美国食品和药物管理局(FDA)的通知(NOVs),并发出警告信有关的在线促销活动的研究把我们在正确的方向,但研究的结果筹集了许多问题,因为它确实的答案。其中最主要的是关于由eDTCA的“破坏性”的品质所带来的独特的监管挑战悬而未决的担忧,和监管机构是否有足够的资源和监督权,以主动解决潜在的违规行为。此外,通过无国界的互联网为基础的技术eDTCA的全球化引起了人们对这种形式的医疗市场所特有的只有美国和新西兰的潜在全球性影响较大的担忧。总的来说,这些挑战使得它不太可能,监管科学将能够快速地保持与持续eDTCA的快速发展,除非更具创造性的政策方案进行了探讨。

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    Tim K. Mackey;

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  • 年度 2016
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  • 原文格式 PDF
  • 正文语种 eng
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