THE PATIENT AS CONSUMER: THE ADVERTISING OF PHARMACEUTICALS DIRECTLY TO CONSUMERS SHOULD BE ALLOWED AND ENCOURAGED

Frank Auton

Economic Affairs, 2007, vol. 27, issue 2, 64-72

Abstract: The pharmaceutical industry, with few exceptions, is not permitted to advertise its products directly to consumers (DTCA). It is the author's opinion that DTCA should be allowed and encouraged and that it is only a matter of time before this happens. Support for this view comes from reviewing the substantial amount of research undertaken in this controversial area of health policy.

Date: 2007
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