Pharmaceutical Advertising

Abstract

Abstract Pharmaceutical advertising involves the for‐pay transmission of messages about drugs and other types of medication, with the ultimate goal of increasing demand for the product advertised. Pharmaceutical companies manufacture and advertise three different types of medication: prescription drugs (Rx), over‐the‐counter drugs (OTC), and dietary supplements (DS). Numerous regulations set boundaries to pharmaceutical advertising. They concern who can be targeted (i.e., healthcare providers vs. laypeople) and what type of information must be included. OTC and DS advertising targets mainly laypeople, and a warning statement urging audiences to talk to a health provider about risks and side effects is considered sufficient. Rx advertising targets mainly healthcare providers, with visits by pharmaceutical representatives being the most common instrument, known as detailing. In all countries except the United States and New Zealand, direct‐to‐consumer advertising for prescription medication (DTCA) is prohibited. In these two countries, it is stipulated that a “fair balance” between drug benefits on the one hand and risks and side effects on the other must be achieved. Existing research indicates that pharmaceutical advertising may resort to untoward means, both in its interactions with healthcare providers and in its materials targeting laypeople. Pharmaceutical companies are criticized for what is perceived as an attempt to circumvent the demand for a fair balance using message design features (e.g., by pairing the narration of risks and side effects in the voiceover with distracting visuals) and for attempts to alter medical doctors' prescribing behaviors through gifts and other types of incentives.