The Pharmaceutical Journal Vol 267 No 7166 p381-384
22 September 2001

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  Diet and health
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DTC advertising

Canadians overwhelmed

From Mr P. J. Wilson, MRPharmS

The subject of direct-to-consumer (DTC) advertising is more important than even the Consumers Association may realise (PJ, 14 July, p47). Here in Canada, it is illegal. However, this does not prevent the spillover of massive promotion by “ethical” pharmaceutical companies of their products by means of advertisements on network and cable television programmes, by which we are overwhelmed. The process is subtle. For example, there is no mention of Viagra in the advertisement about erectile dysfunction, but this is only one of many of this type of advertising that importunes the viewer to “telephone your doctor” or call a toll-free number (for information vital to their wellbeing or condition) for the hard sell documentation.

In my support of the position of the CA , I would strongly urge that DCT advertising should not be allowed.

Peter Wilson
Ontario, Canada

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