Thumbs down for drug advertising

In Donna Chisholm’s excellent story on direct-toconsumer advertising (DTCA) of prescription drugs (“As seen on TV”, November 9), advertising association chief Lindsay Mouat claimed there was no public drive for a ban on drug ads. Not true.

In June, we surveyed Kiwis to ask whether DTCA was right for them. The majority wanted it to be given the boot. Fifty-seven per cent supported banning drug ads, in favour of a health information service that provided independent information about treatment options. Just 15% thought DTCA should continue.

While drug companies are fond of claiming DTCA helps inform consumers, most Kiwis don’t share this view. Our survey found the majority didn’t hold these ads in high regard. Fifty-nine per cent were strongly of the opinion drug companies were likely to spend most money advertising medicines that gave them the most profit.

Consumer NZ has been calling for a ban on DTCA for more than a decade. Drug ads sell the promise of a quick fix – there’s a pill for whatever’s ailing you. However, as ads so often do, they fail to provide the facts consumers need to make an informed choice.

As doctors will also attest, DTCA puts pressure on them to prescribe medications. One in eight consumers said an ad had prompted them to ask for a prescription medicine from their doctor. Close to half got the prescription they requested.

There are very good reasons why other countries have already banned DTCA. Time for us to catch up, wouldn’t you say?

Sue Chetwin

Chief executive, Consumer NZ