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|Title:||Direct-to-consumer advertising under the radar: the need for realistic drugs policy in Australia|
|Citation:||Internal Medicine Journal, 2007; 37(4):224-228|
|Publisher:||Blackwell Publishing Asia|
|F. J. Mackenzie, C. F. C. Jordens, R. A. Ankeny, J. McPhee and I. H. Kerridge|
|Abstract:||Direct-to-consumer advertising of prescription medicines (DTCA-PM) is currently banned in Australia. DTCA-PM is thought to increase health-care costs by increasing demand for drugs that are both expensive and potentially harmful. However, DTCA-PM is occurring in Australia despite the current prohibition. We argue that successful regulation of the practice has been undermined as a result of changes brought about by the ongoing communications revolution, the increasing centrality of patient choice in medical decision-making and the impossibility of drawing and maintaining a sharp distinction between information and advertising. The prohibition is further threatened by recent international trade agreements. These factors make DTCA-PM inevitable and legislative and professional bodies need to acknowledge this to create a more effective health-care policy.|
|Keywords:||Humans; Information Dissemination; Decision Making; Health Policy; Drug Industry; Patient Participation; Australia; Advertising as Topic|
|Description:||The definitive version is available at www.blackwell-synergy.com|
|Appears in Collections:||History publications|
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