english.prescrire.org > Spotlight > Archives : 2010 > Direct-to-consumer advertising for prescription drugs: the European Commission persists

Spotlight: Archives

Every month, the subjects in Prescrire’s Spotlight.

2010 : 1 | 30 | 60 | 90

Direct-to-consumer advertising for prescription drugs: the European Commission persists

The Commission proposes to ease the ban on direct-to-consumer advertising for prescription drugs.

In 2002, the European Parliament overwhelmingly rejected the proposal by the European Commission’s Directorate General for Enterprise and Industry to authorise direct-to-consumer advertising of prescription drugs. In 2010, MEPs will be voting once again on a similar proposal by the Commission, presented this time as promoting patients’ right to be informed.

Patients are indeed entitled to reliable information but this right will not be safeguarded by allowing pharmaceutical companies to promote their products even more directly. Drug companies already have extensive access to the public: they are allowed to publish information on diseases, sponsor media broadcasts, promote their medicinal products to consumer journalists and be present in publications available to the public in doctors’ waiting rooms and dispensing pharmacies, etc. Pharmaceutical companies also have a presence online, including discreet participation in patient forums and blogs.

They already advertise prescription drugs widely, and are demanding even more leeway, and more freedom. With the risk of further exposing patients to adverse drug effects, and of placing a greater strain on health insurance system budgets.

MEPs and health ministers, who will also be called upon to vote, must curb rather than encourage the healthcare industry’s advertising activities.

©Prescrire June 2010

"Direct-to-consumer advertising: The European Commission’s plan" Prescrire Int 2010; 19 (107): 142 (pdf, subscribers only).

Download the full review.
Pdf, subscribers only

For more information:

Direct-to-consumer communication
by pharmaceutical companies?
Europeans deserve better
Joint press release from 29 organisations
Pdf, free

Online Dossier:
Medicines in Europe