Health Affairs, 23, no. 4 (2004): 143-150 doi: 10.1377/hlthaff.23.4.143 © 2004 by Project HOPE	New Online   Pay Cuts For Medicare Docs   Access To Care Woes   Public Coverage More Efficient   Empowering Consumers

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The Educational Potential Of Direct-To-Consumer Prescription Drug Advertising

Food and Drug Administration (FDA) regulations for direct-to-consumer (DTC) prescription drug advertising allow broadcast advertisements with incomplete risk information if the ads refer consumers to physicians, pharmacists, and supplemental information sources. New research reveals several problems with both television advertisements and supplemental text materials that might compromise their ability to meet the FDA’s requirement for "fair balance" in the presentation of risks and benefits. In response, we make several recommendations to improve the educational quality of DTC advertising, which can be implemented through either voluntary agreements or revised FDA regulations.

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				P. Cunningham and J. Kirby Children's Health Coverage: A Quarter-Century Of Change Health Aff., September 1, 2004; 23(5): 27 - 38. [Abstract] [Full Text] [PDF]

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