June 22, 2005
The American Medical Association has sidestepped the issue of direct-to-consumer prescription drug advertising. Despite pressure from some consumer advocates for a ban on such advertising, the nation's largest doctors' group instead called for more study.
Noting that consumers need a doctor's prescription to purchase these products, consumer health experts say there is no reason for advertising prescription drugs in mass media, other than to have patients ask their doctors for the drugs. They say it's the doctor who should be deciding what treatment is correct.
The AMA agrees, up to a point.
"Research clearly indicates that direct-to-consumer advertising increases the demand for specific medication," said AMA Trustee Cyril M. Hetsko, M.D. "We will study the overall effect of this advertising on patient care and consider strategies that could minimize its potential negative impact."
Some delegates to the AMAs annual meeting had pushed for an outright ban or moratorium on prescription drug advertising, which totaled an estimated $3 billion last year. But others said an AMA position would carry more clout if it were backed by solid research, and addressed drug companies free speech rights.
Direct-to-consumer pharmaceutical advertising used to be illegal, but the Food and Drug Administration lifted its ban in 1997.
