A subcommittee of the British Medical Association wants to hold talks with pharmaceutical companies about regulating direct-to-consumer (DTC) advertising of prescription medicines, since it sees the introduction of such advertisements as an "inevitability".
Dr George Rae (chairman of the prescribing subcommittee of the BMA's general practice committee), told The Journal on July 20 that the subcommittee wanted to hold talks with the Association of the British Pharmaceutical Industry. They would discuss modifications to the ABPI's code of conduct for advertising which could be made if the current laws banning DTC advertisements were changed.
"Most general medical practitioners are hostile to the idea of DTC advertising, but the committee has talked it through. We believe that what is happening in the United States now could be happening in Europe within the next five to 10 years. We want to shape what happens rather than just oppose it," Dr Rae said.
He felt that GPs might find patient information campaigns acceptable rather than directly targeted advertisements for specific medicines. Pharmacia & Upjohn has already run an incontinence awareness campaign which did not mention the company's products.
Mr Richard Ley (head of media relations, ABPI) told The Journal that the ABPI was keen to talk to representatives of doctors, pharmacists and patients about enhancing the provision of information to patients.
"We want more and better information to be given to patients to meet their demands. They want this information and we see no reason why they should not have it."