A Side Effect of Prescription Drug Advertising

March 31, 2006

The Coalition for Healthcare Communication, a coalition of advertising and public relations groups, wants to strip most of the warnings from prescription drug ads aimed at consumers and replace them with a boilerplate statement that all prescription drugs have potential risks and benefits.

“Our goal is simpler, clearer messages that communicate both the risks and benefits of prescription medicines, more informed doctor-patient dialogue and improved patient compliance,” said John Kamp, executive director of the coalition.

Some consumer advocacy groups disagree and claim that what prescription drug ads should contain is clearer, not less, language.

While the physicians who prescribe the medication have an obligation to inform their patients about negative side effects, the pharmaceutical companies should expect to bear some of the responsibility as well. If they want to treat patients as consumers by directly marketing their products, they should provide information needed to make an informed decision.