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Monday, June 19, 2006

AMA Calls for Moratorium on DTC Advertising

The AMA recommended a moratorium on direct-to-consumer advertising for newly-approved drugs and device, allowing, they say, for doctors to learn more about drugs before prescribing them.  The AMA also proposes new guidelines, saying that DTC ads:

  • should provide objective information about drug benefits that reflect the true efficacy of the drug, as determined by clinical trials;
  • should 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;
  • should clearly indicate that the ad is for a prescription drug and refer patients to their physician for more information and appropriate treatment; and [sic]
  • should be targeted for age-appropriate audiences; and
  • should receive pre-approval from the FDA

That extra "and" in the third-from-last make me wonder if the pre-approval one was added late in the process...probably just an editing mistake.

Many of the proposals track Consumers Union's from late last year.

http://lawprofessors.typepad.com/tortsprof/2006/06/ama_calls_for_m.html

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