Lifestyle determinants of behavioural outcomes triggered by direct‐to‐consumer advertising of prescription medicines: a cross‐sectional study

Abstract

Objective: Direct‐to‐consumer advertising of prescription medicines encourages individuals to search for or request advertised medicines, can stimulate taking medications rather than making lifestyle behaviour changes, and may target individuals with poorer demographic and socioeconomic status and riskier health‐related behaviours. This study thus explored whether responses to medicine advertising vary as a function of lifestyle behaviours, and demographic and socioeconomic factors. Methods: Data were collected through an online survey of a nationally representative sample of 2,057 adults in New Zealand. Multivariate binary logistic regressions were used to explore whether lifestyle behaviours, including nutritional habits, alcohol consumption, illegal drug consumption, physical activity, attitudes towards doing exercise, as well as demographic and socioeconomic status were associated with self‐reported behavioural responses to medicine advertising. Results: Individuals who had unhealthier lifestyle behaviours were more likely to respond to medicine advertising. Conclusions: The findings raise concerns regarding the misuse or overuse of medications for diseases that may otherwise be improved by a healthier lifestyle. Implications for public health: To improve public health and wellbeing of society, we call for regulatory changes regarding advertising of medicines. Where applicable, lifestyle changes should be advertised as potential substitutes for the advertised medicines. Interprofessional collaboration is also recommended to educate individuals and convey the value of health behaviour changes.

How the operationalization of exposure impacts studies on direct-to-consumer advertising of prescription drugs

“…For instance, Avery et al (2007) found that increased exposures to DTCAs regarding smoking cessation result in an increased likelihood of a smoker attempting to quit. Conversely, consumers may be relying on prescriptions drugs that were discovered through DTCA rather than making healthier lifestyle choices (Zadeh et al, 2019). In 2015, the American Media Association even blamed DTCA for driving up the costs of the medications being marketed (American Medical Association, 2015).…”

Direct to consumer advertising of prescription medicines in New Zealand to retain market share

“…Advertising is not altruistic, especially when the goal of DTCA is "simply to create market recognition of a brand, inform and to persuade" (Coney, 2002). Of concern, two studies in New Zealand shows that vulnerable consumers (Zadeh et al, 2017) and those with less healthy lifestyles -lower levels of physical activity and higher levels of unhealthy eating, alcohol and illegal substance use - (Zadeh, Robertson, & Green, 2019) may be more likely to respond to DTCA.…”