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AMA calls for a moratorium on prescription drug advertising

Physician Practice Advisor, June 21, 2006

The American Medical Association (AMA) has adopted a new policy calling for a temporary moratorium on direct-to-consumer (DTC) advertising of newly approved drugs and outlining guidelines for pharmaceutical companies to follow when preparing DTC advertising.

The AMA's guidelines say DTC advertisements should

provide objective information about drug benefits that reflect the true efficacy of the drug, as determined by clinical trials
show fair balance between the benefits and risks of the advertised drugs by providing comparable time or space and cognitive accessibility, and by presenting warnings, precautions, and potential adverse reactions in a clear and understandable way without distraction of content
clearly indicate that the ad is for a prescription drug and refer patients to their physician for more information and appropriate treatment

"Physicians will have the opportunity to become better educated on the pros and cons of prescription drug uses before prescribing them, and will be better able to determine when they are best suited for their patients' medical needs," AMA President-elect Ronald Davis, MD, said in a press release.

Click here to read the AMA press release.

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