Drug Ads Becoming More And More Annoying
December 26, 2017 at 4:11 p.m.
By Max [email protected]
The ads are becoming more and more annoying. They include therapy or preventive measures for hepatitis C, psoriasis, blood pressure, depression, cancer, urinary frequency, erectile dysfunction, influenza, shingles, Crohn's disease, Parkinson’s and others. Names of the drugs are also becoming more and more bizarre and as unpronounceable as the generic identification. (The generic name of the drug must accompany the trade name.) Because the ads must include risks, the adverse effects consume most of the commercial. Some of the risks are beyond the comprehension of the average viewer.
Because air time is expensive and because side effects are infinite, no one can really gain all of the knowledge needed to reasonably discuss the drug with a prescriber. Some of the ads advise you to visit your gastroenterologist, as if each of us knows who that might be.
Most countries do not permit companies to advertise directly to consumers. The United States is the only country other than New Zealand that permits advertising of prescription products. Companies in the United States can also target other promotional materials directly to the consumer, such as materials distributed in a physician's waiting room.
The Food and Drug Administration requires that all consumer-directed information meet the same criteria for accuracy, truthfulness, fair balance and full disclosure as materials intended for healthcare professionals. Under a policy announced by FDA in 1997 and repeated in 1999, advertising for prescription drugs on commercial television must make adequate provision for the consumer to obtain further information via the internet, a toll-free number or some other means. The FDA encourages disease-oriented or help-seeking advertisements to consumers that do not mention any product name, but that identify a disease condition and urge consumers to visit their physician.
The litany of side effects included in television ads are extensive, some more serious than others. Side or adverse effects must be contained in drug labeling (package inserts), and include all reports obtained during clinical trials whether or not they are drug-related. The side effects vary from something manageable like drowsiness or a runny nose to sudden death. Steve Martin, actor, musician, author, in his book "Pure Drivel" found the inclusion of side effects amusing and wryly added some of his own. Examples include:
• If a fungus starts to grow between your eyebrows, call the Guinness Book of Records.
• Do not operate heavy machinery while taking the drug, especially if you feel qualified for a desk job.
• If bowel movements become greater than 12 per hour, consult your doctor, or any doctor, or anyone who will speak to you.
• Under no circumstances eat yak.
• Discontinue immediately if you feel your teeth are receiving radio broadcasts.
• Flotation devices at sea will become pointless, as the user of this drug will develop a stone-like body density; therefore, if thrown overboard, contact your doctor.
• Do not sit on pointy conical objects while taking this drug.
• While taking this drug, you might want to wear something lucky.
Drug companies that advertise directly to consumers are convinced that such promotion is effective or they would not continue the practice. Direct-to-consumer advertising is also tax-deductible. However, such deductions may be on the legislative chopping block. Sen. Claire McCaskill, D-Mo., crafted an amendment that removes the deduction, but it has not yet been included in the final Senate bill. Previous efforts aimed at removing the pharmaceutical ad tax exemption entirely. Two years ago, the American Medical Association called for the banishment of DTC ads, with pharmacists following that lead shortly thereafter. More recently, the National Academies of Sciences, Engineering and Medicine in a paper addressing affordability, discussed barring DTC advertising from the list of tax-deductible business expenses. The paper also advised that manufacturers and suppliers should adopt industry codes of conduct that reduce or eliminate direct-to-consumer advertising of prescription drugs and should increasingly support efforts to enhance public awareness of disease prevention and management.
There are a number of pros and cons about drug advertising. Proponents mention free speech issues, encouragement to gain medical advice, patient compliance, revenue that can be used for research and development, etc. On the other hand, such advertising can promote use before longterm safety data are available, encourage overmedication, weaken relationships between doctor and patient, and increase drug costs.
I look at the ads from another perspective, particularly the one where the alleged patient wonders whether he is getting the best treatment for his condition: I thought that was the role of, and why we visit the doctor.
Max Sherman is a medical writer and pharmacist retired from the medical device industry. He has taught college courses on regulatory and compliance issues at Ivy Tech, Grace College and Butler University. Sherman has an unquenchable thirst for knowledge on all levels. Eclectic Science, the title of his column, will touch on famed doctors and scientists, human senses, aging, various diseases, and little-known facts about many species, including their contributions to scientific research. He can be reached by email at [email protected].
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The ads are becoming more and more annoying. They include therapy or preventive measures for hepatitis C, psoriasis, blood pressure, depression, cancer, urinary frequency, erectile dysfunction, influenza, shingles, Crohn's disease, Parkinson’s and others. Names of the drugs are also becoming more and more bizarre and as unpronounceable as the generic identification. (The generic name of the drug must accompany the trade name.) Because the ads must include risks, the adverse effects consume most of the commercial. Some of the risks are beyond the comprehension of the average viewer.
Because air time is expensive and because side effects are infinite, no one can really gain all of the knowledge needed to reasonably discuss the drug with a prescriber. Some of the ads advise you to visit your gastroenterologist, as if each of us knows who that might be.
Most countries do not permit companies to advertise directly to consumers. The United States is the only country other than New Zealand that permits advertising of prescription products. Companies in the United States can also target other promotional materials directly to the consumer, such as materials distributed in a physician's waiting room.
The Food and Drug Administration requires that all consumer-directed information meet the same criteria for accuracy, truthfulness, fair balance and full disclosure as materials intended for healthcare professionals. Under a policy announced by FDA in 1997 and repeated in 1999, advertising for prescription drugs on commercial television must make adequate provision for the consumer to obtain further information via the internet, a toll-free number or some other means. The FDA encourages disease-oriented or help-seeking advertisements to consumers that do not mention any product name, but that identify a disease condition and urge consumers to visit their physician.
The litany of side effects included in television ads are extensive, some more serious than others. Side or adverse effects must be contained in drug labeling (package inserts), and include all reports obtained during clinical trials whether or not they are drug-related. The side effects vary from something manageable like drowsiness or a runny nose to sudden death. Steve Martin, actor, musician, author, in his book "Pure Drivel" found the inclusion of side effects amusing and wryly added some of his own. Examples include:
• If a fungus starts to grow between your eyebrows, call the Guinness Book of Records.
• Do not operate heavy machinery while taking the drug, especially if you feel qualified for a desk job.
• If bowel movements become greater than 12 per hour, consult your doctor, or any doctor, or anyone who will speak to you.
• Under no circumstances eat yak.
• Discontinue immediately if you feel your teeth are receiving radio broadcasts.
• Flotation devices at sea will become pointless, as the user of this drug will develop a stone-like body density; therefore, if thrown overboard, contact your doctor.
• Do not sit on pointy conical objects while taking this drug.
• While taking this drug, you might want to wear something lucky.
Drug companies that advertise directly to consumers are convinced that such promotion is effective or they would not continue the practice. Direct-to-consumer advertising is also tax-deductible. However, such deductions may be on the legislative chopping block. Sen. Claire McCaskill, D-Mo., crafted an amendment that removes the deduction, but it has not yet been included in the final Senate bill. Previous efforts aimed at removing the pharmaceutical ad tax exemption entirely. Two years ago, the American Medical Association called for the banishment of DTC ads, with pharmacists following that lead shortly thereafter. More recently, the National Academies of Sciences, Engineering and Medicine in a paper addressing affordability, discussed barring DTC advertising from the list of tax-deductible business expenses. The paper also advised that manufacturers and suppliers should adopt industry codes of conduct that reduce or eliminate direct-to-consumer advertising of prescription drugs and should increasingly support efforts to enhance public awareness of disease prevention and management.
There are a number of pros and cons about drug advertising. Proponents mention free speech issues, encouragement to gain medical advice, patient compliance, revenue that can be used for research and development, etc. On the other hand, such advertising can promote use before longterm safety data are available, encourage overmedication, weaken relationships between doctor and patient, and increase drug costs.
I look at the ads from another perspective, particularly the one where the alleged patient wonders whether he is getting the best treatment for his condition: I thought that was the role of, and why we visit the doctor.
Max Sherman is a medical writer and pharmacist retired from the medical device industry. He has taught college courses on regulatory and compliance issues at Ivy Tech, Grace College and Butler University. Sherman has an unquenchable thirst for knowledge on all levels. Eclectic Science, the title of his column, will touch on famed doctors and scientists, human senses, aging, various diseases, and little-known facts about many species, including their contributions to scientific research. He can be reached by email at [email protected].
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