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Regulating Direct-to-Consumer Drug Information: A Case Study of Eli Lilly s
Canadian 40over40 Erectile Dysfunction Campaign
#MMPMID26142356
Pipon JC
; Williams-Jones B
Healthc Policy
2015[May]; 10
(4
): 16-23
PMID26142356
show ga
Like most jurisdictions, Canada prohibits direct-to-consumer advertising (DTCA)
of prescribed drugs. However, direct-to-consumer information (DTCI) is permitted,
allowing companies to inform the public about medical conditions. An analysis of
Eli Lilly's 40over40 promotion campaign for erectile dysfunction (ED), which
included a quiz on ED, shows that DTCI, like DTCA, can be an effective means of
drug familiarization. The pharmaceutical industry is "playing by the rules"
currently in effect in Canada. Regulators should thus seriously consider whether
existing rules permitting DTCI actually meet stated objectives of protecting the
public from marketing campaigns (i.e., DTCA) that may deliver misleading
information.
|Canada
[MESH]
|Consumer Health Information/*organization & administration
[MESH]
free
free
free
