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Concerns Over Direct to Consumer Drug Advertising in Europe
Direct to consumer advertising (the promotion of prescription drugs to the public) is currently used only in the United States and New Zealand. Yet a recent report from the Institute of Medicine confirmed that direct to consumer advertising increases the early use of new drugs and called for a two year moratorium of such advertising for newly approved drugs.
A proposal to modify the current ban on direct to consumer advertising is due to be considered by the European parliament in the next few months.
But an interim report released at the end of April 2007 concludes that reliable information on medicines is not sufficient for patients needs and calls for a partnership between drug manufacturers and regulatory bodies to plug this information gap.
The authors argue that such a partnership would be confusing. They also point out that several examples of good information sources are now available in Europe. The difficulty for the public is finding them and distinguishing between promotional material and unbiased evidence based information.
So where do we go from here, they ask? They propose two areas of real partnership with the drug industry that would reinforce public trusts in the system.
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