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Direct-to-Consumer Advertising With Interactive Internet Media

Direct-to-Consumer Advertising With Interactive Internet Media COMMENTARY Direct-to-Consumer Advertising With Interactive Internet Media Global Regulation and Public Health Issues line and linking to favorable research data. The potential Bryan A. Liang, MD, PhD, JD effect of online DTCA is enormous, allowing for interac- Timothy Mackey, MAS tive marketing to millions of potential consumers globally. Yet these DTCA efforts may be presented as “neutral” in- IRECT-TO-CONSUMER ADVERTISING (DTCA) IS LE- formation, despite being corporate-sponsored. This is par- gal only in the United States and New Zealand ticularly true when DTCA uses third parties (eg, bloggers, and has been linked with drug overutilization, “consumer opinion leaders,” or other paid individuals/ Dpublic health concerns, and higher costs. De- companies) to promote products without sponsorship dis- spite global proscriptions, DTCA is the most rapidly in- closure ; presents moderated forums/sites that appear inter- creasing form of pharmaceutical marketing, with approxi- active but only offer 1-sided communication; and creates mately $4 billion in US expenditures, outpacing physician “unbranded Web sites,” all without sponsorship disclosure. marketing and research and development. Moreover, there is a parallel set of online DTCA market- The Internet has rapidly developed, with users moving ers selling drugs. The Internet is rife with rogue online phar- from passive http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png JAMA American Medical Association

Direct-to-Consumer Advertising With Interactive Internet Media

Liang, Bryan A.; Mackey, Timothy
JAMA , Volume 305 (8) – Feb 23, 2011
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Publisher
American Medical Association
Copyright
Copyright 2011 American Medical Association. All Rights Reserved. Applicable FARS/DFARS Restrictions Apply to Government Use.
ISSN
0098-7484
eISSN
1538-3598
DOI
10.1001/jama.2011.203
pmid
21343583
Publisher site
See Article on Publisher Site

Abstract

COMMENTARY Direct-to-Consumer Advertising With Interactive Internet Media Global Regulation and Public Health Issues line and linking to favorable research data. The potential Bryan A. Liang, MD, PhD, JD effect of online DTCA is enormous, allowing for interac- Timothy Mackey, MAS tive marketing to millions of potential consumers globally. Yet these DTCA efforts may be presented as “neutral” in- IRECT-TO-CONSUMER ADVERTISING (DTCA) IS LE- formation, despite being corporate-sponsored. This is par- gal only in the United States and New Zealand ticularly true when DTCA uses third parties (eg, bloggers, and has been linked with drug overutilization, “consumer opinion leaders,” or other paid individuals/ Dpublic health concerns, and higher costs. De- companies) to promote products without sponsorship dis- spite global proscriptions, DTCA is the most rapidly in- closure ; presents moderated forums/sites that appear inter- creasing form of pharmaceutical marketing, with approxi- active but only offer 1-sided communication; and creates mately $4 billion in US expenditures, outpacing physician “unbranded Web sites,” all without sponsorship disclosure. marketing and research and development. Moreover, there is a parallel set of online DTCA market- The Internet has rapidly developed, with users moving ers selling drugs. The Internet is rife with rogue online phar- from passive

Journal

JAMA – American Medical Association

Published: Feb 23, 2011

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