Abstract
Since 1990 in New Zealand, and 1997 in the USA, legislation has controversially allowed brand owners to advertise prescription drugs direct to consumers (DTC), with advertising spends of approaching NZ$19 million in 2000, and US$2.7 billion in 2001 respectively. While DTC has faced a mixed response in the USA and New Zealand, there is significant pressure for similar DTC advertising within the EU. This study, a part replication of USA research by Petroshius et al. (1995), and an extension of Reast and Carson (2000), addresses the attitudes among 168 UK general practitioners and hospital doctors towards the concept and likely impact of DTC, and to generic .see your doctor. campaigns recently introduced in the UK and Europe. The study confirms that UK physicians, in common with New Zealand, and increasingly with US colleagues, are highly opposed to the concept and likely overall impact of DTC advertising, and also towards the impact of recently introduced .see your doctor. campaigns.
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