An Updated Analysis of Direct-to-Consumer Television Advertisements for Prescription Drugs

Abstract

PURPOSEIn 2015, the American Medical Association called for a ban of directto-consumer advertising (DTCA) for prescription drugs. Yet, the pharmaceutical industry spends more than ever on broadcast advertisements, with national health care costs largely driven by drug spending. An evaluation of these ads is critical, as these advertisements can impact the frequency which patients ask their doctors about medications.METHODS A content analysis of prime-time direct-to-consumer ads was conducted across 4 major cable television networks. The ad content (n = 61) was coded for factual claims made regarding target conditions, appeals used, portrayal of medications, and lifestyle characteristics shown. RESULTSWe found a substantial decrease in the percentage of ads that conveyed information about the conditions being targeted, such as risk factors (16%) and prevalence (16%). Positive emotional appeals (94%) continued to be emphasized; yet there was decreased use of negative emotional appeals (51%), pointing to an overall more positive portrayal of a patient's experience with a medication. The lifestyles portrayed in the sample largely featured how products can enable more recreational activities (69%) and fewer ads (7%) presented alternatives to product use.CONCLUSIONS Direct-to-consumer advertising continued to promote prescription drugs above educating the population. Improvement in the educational value of DTCA is likely to require regulatory action rather than reliance on self-regulation by the pharmaceutical industry. 2018;16:211-216. https://doi Ann Fam Med

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“…52 Previous research discussed that rules which may harm individuals' health should be changed. 93 In line with existing research, 94 the findings of this study suggest that the current rules on DTCA are not sufficient to protect consumers, and reinforce the need for tighter control and regulatory actions on DTCA. This study also proposes that the government should focus on increasing individuals' health literacy, monitor advertising of lifestyle medicines and ensure that DTCA is more beneficial than harmful, to help individuals make informed decisions.…”

In This Issue: Sometimes More is Less

“…They find that, compared with the previous study, ads focus more on selling drugs and less on the conditions being treated or on alternatives to drug treatment. 5 This new research supports prior concerns about the effect of direct-to-consumer ads on public health and health care. 6,7 More social complexity in patients' lives is associated with less positive outcomes in a study of a 626,264 primary care patients in Manitoba, Canada.…”

Pharmaceutical advertising on child-focused television networks in Russia: is there a need for change?

“…Сходное исследование, проведенное в США на кабельном ТВ (500 ч телеэфира было проанализировано), насчитало в эфире 2,3% рецептурных и 4,8% безрецептурных препаратов от общего числа рекламы [Brownfield, Bernhardt, 2004]. Однако и в США делаются шаги по контролю и ужесточению правил размещения ЛС на ТВ [18].…”