search query: @author Gendall, P. / total: 6
reference: 3 / 6
Author: | Hoek, J. Gendall, P. |
Title: | Direct-to-Consumer Advertising Down Under: An Alternative Perspective and Regulatory Framework |
Journal: | Journal of Public Policy and Marketing
2002 : FALL, VOL. 21:2, p. 202-212 |
Index terms: | DIRECT SELLING ADVERTISING REGULATIONS ANALYTICAL REVIEW |
Language: | eng |
Abstract: | Only the United States and New Zealand allow direct-to- consumer advertising (DTCA) of prescription medicines. The authors outline the evolution of DTCA in New Zealand and the development of an industry-based self- regulatory system. The authors examine the cancer raised about self-regulation of DTCA, evaluate the evidence related to these, and identify issues that require further attention to strengthen the model currently used. The authors, conclude that a self-regulatory approach, complemented by parallel government monitoring, provides an efficient, responsive system for promoting responsible and ethical DTCA. |
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