Critical test of the beneficial consequences of lifting the ban on direct-to-consumer advertising for prescription drugs in Italy: experimental exposure and questionnaire study

• Main Authors: Schulz, Peter Johannes, Crosignani, Francesca, Petrocchi, Serena
• Other Authors: Lee Kong Chian School of Medicine (LKCMedicine)
• Format: Article
• Language: English
• Published: 2023
• Subjects: Social sciences::Communication; Science::Medicine; Health Literacy; Empowerment
• Online Access: https://hdl.handle.net/10356/171505
• Institution: Nanyang Technological University

There are only two countries in the world (the United States and New Zealand) that allow the pharmaceutical branch to advertise prescription medication directly to consumers. There is pressure on governments to allow direct-to-consumer advertising (DTCA) for prescription drugs elsewhere too. One argument the industry uses frequently is the claim that exposure to DCTA, through various methods and occasions, is supposed to improve customers' knowledge of a disease and treatment. This argument has been part of the health care community's wider discussion of whether DTCA of prescription drugs benefits the population's general interest or is only an attempt to increase the sales of the pharmaceutical branch. Belief in true learning by DTCA is rooted in concepts of empowered consumers and their autonomous and empowered decision-making.