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Type: Journal article
Title: Direct-to-consumer advertising under the radar: the need for realistic drugs policy in Australia
Author: Mackenzie, F.
Jordens, C.
Ankeny, R.
McPhee, J.
Kerridge, I.
Citation: Internal Medicine Journal, 2007; 37(4):224-228
Publisher: Blackwell Publishing Asia
Issue Date: 2007
ISSN: 1444-0903
Statement of
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
RMID: 0020070306
DOI: 10.1111/j.1445-5994.2006.01298.x
Appears in Collections:History publications

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