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| Author: | Auton, F. |
| Title: | The advertising of pharmaceuticals direct to consumers: a critical review of the literature and debate |
| Journal: | International Journal of Advertising
2004 : VOL. 23:1, p. 5-52 |
| Index terms: | Advertising Direct selling Pharmaceutical industry New Zealand USA |
| Language: | eng |
| Abstract: | Pharmaceuticals are a substantial global industry which is unusual in that with few exceptions direct-to-consumer advertising (DTCA) is not permitted. The arguments presented for and against the use of DTCA for prescription pharmaceuticals are examined, the experience of the two OECD markets which currently permit DTCA (USA and New Zealand) is studied and the positions put forward by the many interested stakeholders for and against DTCA are reviewed. |
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