The advertising of pharmaceuticals direct to consumers: a critical review of the literature and debate

Pharmaceuticals are a substantial global industry which is unusual in that with few exceptions direct-to-consumer advertising (DTCA) is not permitted. This paper examines the arguments presented for and against the use of DTCA for prescription pharmaceuticals, studies the experience of the two OECD markets which currently permit DTCA (USA and New Zealand) and reviews the positions put forward by the many interested stakeholders for and against DTCA.