The advertising of pharmaceuticals direct to consumers: a critical review of the literature and debate

Pharmaceuticals are a substantial global industry which is unusual in that with few exceptions direct-to-consumer advertising (DTCA) is not permitted.

The advertising ofpharmaceuticals direct toconsumers: a critical review ofthe literature and debate

Frank Auton University of Westminster and Autonomy Consulting Ltd

INTRODUCTION

The purpose of this review is to examine the arguments presented for and against the use of direct-to-consumer advertising (DTCA) of pharmaceuticals. This review was prepared following a detailed study of the experience of the two Organisation for Economic Cooperation and Development (OECD) markets which permit DTCA, namely the USA and New Zealand, and a review of the positions put...

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