Science

Forget 30 Second Drug Ads -- Why Not a Whole TV Channel?

Amidst European Commission debate over whether to ban direct-to-consumer drug advertising, four pharmaceutical companies have proposed launching Pharma TV, an industry-run television channel devoted to selling their drugs. A 10-minute pilot DVD, seen by the Guardian, featured a white-coated doctor discussing breast cancer and a woman patient who reassured viewers that "there are many new […]

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Amidst European Commission debate over whether to ban direct-to-consumer drug advertising, four pharmaceutical companies have proposed launching Pharma TV, an industry-run television channel devoted to selling their drugs.

A 10-minute pilot DVD, seen by the Guardian, featured a white-coated doctor discussing breast cancer and a woman patient who reassured viewers that "there are many new treatments available". Under the proposals, viewers could use their remote control to click on treatment options and read what manufacturers have to say about the latest branded breast cancer drugs.

[...] The US and New Zealand allow drug companies to advertise to the public;
the International Society of Drug Bulletins says in both these countries this has been shown to be detrimental to health.

"Pharmaceutical companies' messages are focused on relatively few top sellers, exaggerating effects and concealing risks, confusing patients and putting pressure on doctors to prescribe drugs they would not use otherwise," it says. "Lack of comparative information in advertising means people cannot choose among several options."

Coming soon: the shopping channel run by drug firms [Guardian]