A Legislative/Legal History of Prescription Drug Advertising and Promotion Regulation

Purpose: The communication by pharmaceutical companies of promotional messages about their products has long been controversial, but deemed to be necessary by the pharmaceutical industry so that health care professionals and in some cases patients/consumers can be made aware of the latest developments through the communication vehicles they are accustomed to seeing – in the case of health care professionals, through medical advertising, direct mail, visits by company representatives, and attendance at medical meetings, and in case of patients, through the news media and television advertising. On the other hand, critics argue that such promotion, which sometimes reduces complex medical issues to advertising slogans, is inappropriate for products intended to treat and cure diseases, and that health care professionals should learn about new products from peer-reviewed medical literature. Consequently, advertising, and promotional programs are heavily regulated by the U.S. Food and Drug Administration (FDA). However, the laws themselves raise constitutional issues of infringement on free speech. Over the past few years, a number of lawsuits have been decided that help clarify the role of the FDA and the extent of its authority in regulating what companies or their employees say about their products. These court decisions are important because they help define how health care professionals and patients/consumers receive medical information. Methods: This overview is intended to identify, in non-technical language, some of the more controversial and challenging issues involved in the FDA’s efforts to regulate marketing communications by drug companies and how the courts view them. Results: The recent lawsuits often involve complex and far-reaching legal issues. But when examined in toto, as this paper does, they have reflected a view by the courts that truthful and non-misleading statements by drug companies about their products can be legally communicated even when the medical information is not formally approved by the FDA and included in the FDA-approved labeling. The lawsuits thus have led to an environment in which the FDA continues to oversee with great fervor the activities of drug companies in communicating medical information but at the same time having some flexibility in keeping health care professionals and patients up to date with th latest information about medical research and new therapeutic products. Conclusion: How pharmaceutical products are marketed has been deemed by the U.S. Congress to be important enough to need to be subject to federal regulation. The issues create a tension between the need for medical information to be accurate and balanced, and the guarantees of free speech. This review provides an important perspective on how this tension is being resolved, even as dramatic advances in both medical products and technology create new challenges.

New old trends. Advertising practice

Law enforcement practice in the sphere of drug advertising continues to be one of the most challenging and controversial regulatory areas. Market players develop industry guidelines, companies enact by-laws to deal with advertising materials and risk mitigation strategies. However, life always makes adjustments even to the application of well-established algorithms. Some approaches of the law enforcers get deeper roots, while others grow more and more detailed, which often needs to be reflected in the internal policies of advertisers and advertising distributors. The antimonopoly authority practice was no exception in 2020. In this regard, the article will provide a brief review of the key, in our opinion, decisions of law enforcement authorities and summarize the old and new interpretations.

Effects of endorser type and testimonials in direct-to-consumer prescription drug advertising (DTCA)

Purpose This study aims to examine the effects of different types of endorsers (expert vs consumer vs celebrity) in testimonial vs non-testimonial message contexts on consumers’ responses toward direct-to-consumer advertising (DTCA). Design/methodology/approach An online experiment was conducted with a 3 (endorser type: expert vs consumer vs celebrity) × 2 (message type: testimonial vs non-testimonial) plus control group (no endorser, no testimonial) factorial design to assess the various dependent variables. Findings Perceived source credibility and similarity was significantly different across the endorser types, and the expert endorser (i.e. a doctor) generated the highest mean level of source credibility, while consumer endorsers generate the highest mean source similarity. The interaction of endorser type and message type significantly impacted ad believability and skepticism. Specifically, the endorser type factor had a significant impact on the dependent variables only in the testimonial ad condition, but not in the non-testimonial ad condition. The effects were mediated by source credibility. Originality/value While the focused results show celebrities may not be the strongest choice to endorse when using testimonials, the overall lack of main effect of testimonials lends to the possibility of a plateauing of effects with the various appeals used in DTC ads. DTCA has now been around for over 20 years, and this study lends to the possibility consumers are becoming unaffected by the various appeals used by pharmaceutical manufactures and only respond when a multitude of personally relevant factors are in place.