Drug Industry Proposes Self-Regulation of DTC Advertising

Facing growing criticism of its advertising,the drug industry Thursday announced a preliminary set of voluntaryguidelines that its trade group says would lead to better consumerinformation. Two leading consumer advocates immediately assailed theproposal for not going far enough.

The Pharmaceutical Research and Manufacturers of America (PhRMA) recommended that drugmakers:

• Discuss new drugs with doctors beforelaunching consumer ad campaigns. The guidelines do not specify how longto withhold advertising.

• Target ads to age-appropriate audiences.

• Include information about risks and benefits.

• Not make false or misleading claims and make claims only when there is substantial evidence to back them up.

“By approving these principles, the industry isdemonstrating its commitment to direct-to-consumer advertising as a wayto encourage doctor-patient discussions and provide patients andconsumers with accurate, accessible and timely health information,”said Billy Tauzin, CEO of PhRMA, in a written statement.

Read the rest of the story as reported in USA Today.