Is Australia free from direct-to-consumer advertising?

Abstract

Direct-to-consumer advertising is the promotion of prescription medicines to the general public. It is legal in New Zealand and the USA where it is a very effective marketing strategy and is growing rapidly. Several studies have shown that direct-to-consumer advertising commonly contains misleading, inaccurate or unbalanced information. Direct-to-consumer advertising is not currently allowed in Australia, however drug companies can try to overcome the ban. They can do this by running disease awareness campaigns that indirectly promote their products, by supporting professional and patients' organisations and by sponsoring joumalists. We need to develop strategies to counteract these campaigns and give all Australians access to unbiased, accurate and comprehensive information about their treatment options.