Direct-to-consumer advertising of prescription medicines on the internet: An Australian consumer perspective

Gu, P; Williams, KA; Aslani, P; Chaar, BB

Direct-to-consumer advertising of prescription medicines on the internet: An Australian consumer perspective

Gu, P Williams, KA

Aslani, P Chaar, BB

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Publication Type:: Journal Article
Citation:: Journal of Pharmacy Practice and Research, 2011, 41 (3), pp. 196 - 202
Issue Date:: 2011-01-01

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Field	Value	Language
dc.contributor.author	Gu, P	en_US
dc.contributor.author	Williams, KA https://orcid.org/0000-0002-5094-243X	en_US
dc.contributor.author	Aslani, P	en_US
dc.contributor.author	Chaar, BB	en_US
dc.date.issued	2011-01-01	en_US
dc.identifier.citation	Journal of Pharmacy Practice and Research, 2011, 41 (3), pp. 196 - 202	en_US
dc.identifier.issn	1445-937X	en_US
dc.identifier.uri	http://hdl.handle.net/10453/18668
dc.description.abstract	Background: In Australia there are strict regulations in place to protect the consumer from direct-to-consumer advertising (DTCA) of prescription medicines. However, the degree of infallibility of these restrictions is unclear. Aim: To investigate the DTCA encountered by Australian consumers when searching the Internet for common health- or medicine-related questions. Method: 2 health topics, weight loss and impotence, were chosen and explored from 2 perspectives - the health condition and a commonly used medicine (brand name). Key words were chosen to simulate the language and search style of a consumer. The first 10 hits from each search were evaluated using the validated DISCERN scale, and a descriptive report of each web site was conducted with a specific focus on evidence for DTCA. Results: Of the 70 web sites visited, 10 sites originating from the USA or New Zealand exhibited DTCA. The scale and intensity of DTCA varied between search topics and strategies and ranged in appearance from simple, pictorial advertising to subtle forms of persuasive language. DTCA of some pharmaceuticals was often hidden within disease awareness campaigns, ePharmacy web pages and online communities. Conclusion: Australian consumers are exposed to DTCA of prescription medicines on the Internet. Clearly, DTCA restrictions in Australia are not infallible. Australian policy makers in the interests of public health must take measures to address the gaps.	en_US
dc.relation.ispartof	Journal of Pharmacy Practice and Research	en_US
dc.relation.isbasedon	10.1002/j.2055-2335.2011.tb00861.x	en_US
dc.subject.classification	Pharmacology & Pharmacy	en_US
dc.title	Direct-to-consumer advertising of prescription medicines on the internet: An Australian consumer perspective	en_US
dc.type	Journal Article
utslib.citation.volume	3	en_US
utslib.citation.volume	41	en_US
utslib.for	1115 Pharmacology and Pharmaceutical Sciences	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Graduate School of Health
pubs.organisational-group	/University of Technology Sydney/Strength - CHSP - Health Services and Practice
utslib.copyright.status	closed_access
pubs.issue	3	en_US
pubs.publication-status	Published	en_US
pubs.volume	41	en_US

Abstract:

Background: In Australia there are strict regulations in place to protect the consumer from direct-to-consumer advertising (DTCA) of prescription medicines. However, the degree of infallibility of these restrictions is unclear. Aim: To investigate the DTCA encountered by Australian consumers when searching the Internet for common health- or medicine-related questions. Method: 2 health topics, weight loss and impotence, were chosen and explored from 2 perspectives - the health condition and a commonly used medicine (brand name). Key words were chosen to simulate the language and search style of a consumer. The first 10 hits from each search were evaluated using the validated DISCERN scale, and a descriptive report of each web site was conducted with a specific focus on evidence for DTCA. Results: Of the 70 web sites visited, 10 sites originating from the USA or New Zealand exhibited DTCA. The scale and intensity of DTCA varied between search topics and strategies and ranged in appearance from simple, pictorial advertising to subtle forms of persuasive language. DTCA of some pharmaceuticals was often hidden within disease awareness campaigns, ePharmacy web pages and online communities. Conclusion: Australian consumers are exposed to DTCA of prescription medicines on the Internet. Clearly, DTCA restrictions in Australia are not infallible. Australian policy makers in the interests of public health must take measures to address the gaps.

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http://hdl.handle.net/10453/18668