Assaulted by prescription drug ads

Watching the evening television news is something I typically don’t do. There are a few reasons why. There is the widespread TV news edict, “If it burns or bleeds, it leads.” Next, there is the never-ending prescription drug advertising that is most prevalent on the national networks.

Let me share an interesting fact — of the 195 nations on Earth, only two permit prescription drug advertising directed at potential consumers. It’s called direct-to-consumer advertising, or DTC. Who are those two nations? Obviously, the United States is one; the other is New Zealand. Just two allow prescription drug ads targeted at potential consumers. The other 193 nations have abstained from this practice. What’s being advertised are drugs that only your doctor can prescribe. Drugs that only your pharmacist is allowed to release to you if prescribed.

Here in the U.S., the Federal Drug Administration (FDA) has a current set of requirements when these drugs are marketed via DTC. Also, some pharmaceutical companies have self-regulatory oversight of their ads. You will read or see phrases like “Ask your doctor for more information” and “You are encouraged to seek professional advice.” Lastly, there is the long list of potential side effects or possible death that a specific drug may cause. All this appears at the end of the ad.

The American Medical Association (AMA) does not like DTC advertising of prescription drugs. The AMA has called for a ban. The concerns are real. There’s a concern about patients demanding a drug when there may be a healthier or more effective alternative medicine. Another concern is the indiscriminate use of prescriptions. In the U.S., apparently it is a problem. Research shows that drugs featured in DTC ads are prescribed nine times more than those not featured in DTC ads.

On the other hand, there is free speech. Drug manufactures are simply practicing free speech with their DTC ads. Some say DTC advertising of prescription drugs helps to educated people as to what is available, and may alert some to personal medical issues.

In New Zeeland, a survey a few years ago found that 57 percent of citizens favored a ban on DTC of prescription medications. Some were in favor of an Independent Heath Information Service providing advice about treatment options. The survey stated that one in eight said an ad prompted them to ask for a prescription medicine from their doctor or other health professional.

The New Zealand Medical Association stated it is not in favor of Direct-to-Consumer ads for prescription medicines. New legislation has been proposed in New Zealand to replace older regulations. The national legislative body there is still working on those new proposals.

Is there an attempt to stop, slow or change the DTC ads of prescription drugs we see and hear in the United States? Yes, change is coming. The Federal Food and Drug Administration (FDA) has amended its regulations concerning radio and television DTC advertisements for human prescription drugs. The amendment is to Section 502(n) of the federal Food, Drug and Cosmetic Act (FD&C).

This change will affect prescription drug manufactures, packers, and distributors. The new rules provide very specific and detailed requirements on how prescription drugs are advertised. This new rule will become effective May 20, and requires drug firms to comply by November 20. So, the ads aren’t going away. Apparently, the ads will be more detailed about major side effects, clear and conspicuous and in a neutral manner.

Maybe, after November, I’ll consider watching a bit of evening TV news. Now, if we could persuade TV news directors to rethink that old edict — “If it burns or bleeds, it leads.” How about something like, “If it’s positive and relevant to the community, it leads.”