Direct To Consumer Advertising: A Mixed Blessing.

ABSTRACT

Abstracts Direct-to-consumer advertising (DTCA) is a tool used by pharmaceutical companies to market and promote medicines directly to potential consumers by means of different media but the debate for and against this is ongoing and fairly balanced. Direct to consumer promotion of pharmaceutical product is considered illegal in many parts of the world. United States and New Zealand are the only two countries which have legalized DTCA, but the advent of internet has broken all barriers. Advertisement of prescription medicines through internet and social media has made it difficult for government and regulatory authorities to effectively implement the laws which govern DTCA. In India Despite the existing legislations banning the advertisement of drugs in certain diseased conditions, lucrative advertisements of drugs and medical remedies are freely flowing in the Indian mass media nowadays. These advertisements allure the vulnerable consumers thus increasing the threat of self-medication in the society. A multi prong strategy involving government, pharmaceutical industry, doctors, medical associations and consumers is urgently required to curb the inappropriate use of DTCA. Through this article it is tried to critically appraise the advantages, disadvantages and remedies regarding direct to consumer drugs advertisement in India.