Direct-to-consumer advertising (DTCA) has become one of the most contentious issues facing the medical profession in the United States. Before the 1980's, companies marketed their prescription products exclusively to physicians. Since then, with the proliferation of drug formularies, utilization review systems and pharmaceutical risk sharing agreements, physician authority to prescribe specific drugs has been eroded and companies have turned marketing efforts to consumers. Only the United States and New Zealand allow advertising of prescription drugs directly to patients. Spending on DTCA of prescription drugs in the United States totaled $3.2 billion in 2003. Advertising can be found in magazines, on television and on the radio. DTCA in the United States is regulated by the FDA, which examines the commercials after they become available to the public.

Advantages of DTCA

1. □ Industry advertising can alert patients to possible diagnoses, risks and potential treatments.

2. □ Better-informed patients comply better with long-term treatment.

3. □ Industry advertising is controlled through legal and regulatory agency initiatives, in contrast to with other sources of health information such as the Internet. Hence, industry advertising can provide balanced and accurate information to patients.

4. □ Industry advertising encourages informed communication between patients and providers.

5. □ Industry advertising encourages patient autonomy; patients are better able to weigh the benefits and risks of their health choices.

6. □ Ads that appeal to a broad audience and include celebrity endorsements may help reduce the stigma associated with mental illness.

Disadvantages of DTCA

1. □ People with certain conditions, such as mental illnesses, are more susceptible to being manipulated by promotional efforts.

2. […]