Should Drug Ads Help You?

I’m not sure if I see more commercials for cholesterol drugs or male sexual dysfunction. Either way, I’ve learned to tune them out, even when the mute button isn’t handy. Are they annoying? Yes, I think so. Are they misleading? Ah, that’s another question that deserves more consideration. Prescription drug information paired with emotional imagery seems wrong to me. This isn’t a Hallmark card you’re buying.

Yet, I don’t totally disagree that drug companies should be allowed to advertise directly to consumers. If they did it right, they could even help a few people out. But are they doing it right? Many people, including me, don’t think so.

A new study, “A Decade of Controversy: Balancing Policy with Evidence in the Regulation of Prescription Drug Advertising,” published online in the American Journal of Public Health presents guidelines for improving drug ads to minimize potential harm and maximize benefits.

Dominick L. Frosch, Ph.D., assistant professor of medicine at the University of California, Los Angeles and lead author of the study said, “American television viewers see as many as 16 hours of prescription drug advertisements each year, and … these ads are not doing a good job of helping consumers make better decisions about their health.”

Should drug ads educate the public about health conditions? Well, why not. It could be seen as a compromise for allowing the drug ads in the first place. According to the study findings, the current format of most drug ads offers some benefits, but also poses significant risks and potential harm.

Research revealed that drug ads often don’t provide enough information for consumers to be able to determine whether the advertised drug is right for them. Furthermore, the study cites over dramatization of drug benefits and inappropriate imagery while drug risks are being discussed.

The study authors offered specific guidelines for drug direct-to-consumer advertising. They said that ads should help consumers determine whether a drug is right for them by explaining the prevalence of the condition being treated, who is at risk and obvious symptoms. The authors also recommend that the ads provide precise quantitative information to help consumers understand potential benefits and risks, including explaining how the drug compares to placebo and generics. They also suggest that risks should be explained without visual or audio distractions.

How do you feel about prescription drug commercials?

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