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The Patient As Consumer: The Advertising Of Pharmaceuticals Directly To Consumers Should Be Allowed And Encouraged

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  • Frank Auton

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.

Suggested Citation

  • Frank Auton, 2007. "The Patient As Consumer: The Advertising Of Pharmaceuticals Directly To Consumers Should Be Allowed And Encouraged," Economic Affairs, Wiley Blackwell, vol. 27(2), pages 64-72, June.
    • Handle: RePEc:bla:ecaffa:v:27:y:2007:i:2:p:64-72
    DOI: 10.1111/j.1468-0270.2007.00732.x
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    References listed on IDEAS

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    1. Frank R. Lichtenberg, 2007. "Benefits and costs of newer drugs: an update," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 28(4-5), pages 485-490.
    2. repec:reg:rpubli:141 is not listed on IDEAS
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    Cited by:

    1. Pepijn Pol & Frank Bakker, 2010. "Direct-to-Consumer Advertising of Pharmaceuticals as a Matter of Corporate Social Responsibility?," Journal of Business Ethics, Springer, vol. 94(2), pages 211-224, June.

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