RT Journal Article
SR Electronic
T1 The Ethical Aspects of Direct to Consumer Advertising of Prescription Drugs in the United Kingdom: Physician versus Consumer Views
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 450
OP 464
DO 10.2501/S0021849908080458
VO 48
IS 3
A1 Jon Reast
A1 Dayananda Palihawadana
A1 Haseeb Shabbir
YR 2008
UL http://www.journalofadvertisingresearch.com/content/48/3/450.abstract
AB This article reports the findings of two surveys examining U.K. physician and consumer attitudes to the introduction of direct to consumer advertising (DTCA), and its likely impact, if implemented, in the strategically important U.K. prescription drug market. The findings, in general, suggest that neither physicians nor consumers are positively disposed to the advertising of prescriptions drugs, although significant differences in attitudes toward such policies emerged between the two groups based upon “ethics and approval levels,” “ethics-related impacts,” and the “impact of unbranded disease awareness campaigns.” The findings for consumers and physicians do not at present support the extension of DTCA in the United Kingdom, but are supportive of a continuation of unbranded “disease awareness” campaigns. Guidance for practitioners within the established U.S. DTCA marketplace is also provided.