History and Characteristics of Direct-to-Consumer Advertising in the United States

Abstract

Direct-to-consumer advertising (DTCA) in which pharmaceutical companies market prescription drugs directly to consumers is legal in only two countries – the USA and New Zealand. This article describes legislative milestones of DTCA development in the USA which have given rise to the current legal framework. The article shows the cultural background for DTCA expansion, outlining the fight of patients’ associations for better access to information about therapy and drugs and change in perceiving the role of the patient in the health care professional-patient relations. It presents arguments supporting the producers’ right to advertise their products. Direct-to-consumer advertising in the USA is a controversial subject. Although based on only limited data, the existing research gives arguments both in favour and against direct-to-customer advertising. The article also presents the EU policy towards DTCA, considering the consequences of the existing DTCA ban in the EU.