Access the full text.
Sign up today, get DeepDyve free for 14 days.
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
JAMA – American Medical Association
Published: Feb 23, 2011
Read and print from thousands of top scholarly journals.
Already have an account? Log in
Bookmark this article. You can see your Bookmarks on your DeepDyve Library.
To save an article, log in first, or sign up for a DeepDyve account if you don’t already have one.
Copy and paste the desired citation format or use the link below to download a file formatted for EndNote
Access the full text.
Sign up today, get DeepDyve free for 14 days.
All DeepDyve websites use cookies to improve your online experience. They were placed on your computer when you launched this website. You can change your cookie settings through your browser.