Pharmaceutical companies use loopholes to market prescription drugs to consumers

print this

Pharmaceutical companies have developed a number of means to advertise prescription medicines to consumers, even though consumer marketing of prescription drugs is banned under Finnish law.
      Over-the-counter drugs can be advertised to the public, but there are tough regulations governing the practice.
     
Last year the internal monitoring system of the pharmaceutical industry, the Supervisory Commission for the Marketing of Medicinal Products, imposed fines on drug companies in 15 different cases, in which consumer advertising, or other proscribed marketing techniques were seen to have taken place. The highest fine was EUR 30,000, and was imposed on Pfizer for overemphasising the taste of its Nicorette nicotine chewing gum.
      In addition, several companies were given warnings by the Supervisory Commission for the Marketing of Medicinal Products.
      The enforcement system of the pharmaceutical industry itself monitors compliance with its own rules. The National Agency for Medicines enforces the rules enshrined in Finnish legislation.
      "Last year there were 10 to 15 reports", says Professor Erkki Palva of the National Agency for Medicines. The industry’s own enforcers examine cases on a weekly basis.
     
To catch the attention of consumers, companies often use the Internet. A popular format for marketing is a website devoted to a particular disease and its treatment, in which the product of a single company can be put forward as the only possible treatment.
      Pharmaceutical companies have set up websites for issues such as contraception, erectile problems, diabetes, cholesterol, osteoporosis, allergies, and many others.
      "Ailment-based websites are in fashion. The aim of the pages, in one way or another, is to get the patient to ask about a particular product the next time they consult a doctor", says Timo Klaukka, chairman of the Supervisory Commission for the Marketing of Medicinal Products.
      Late last year the commission urged ten companies to stop their advertising on the Internet.
      In addition to Internet advertising, the Commission has noticed that companies send representatives to meet members of the public at events arranged by patients’ organisations.
      A third common marketing method involves press conferences and information given to journalists on medical research. Press releases often mention the names of various prescription drugs.
     
The industry’s self-regulatory practices are based on the tendency of drug manufacturers to closely scrutinise each other’s marketing. Sirkka Aaltonen, secretary of the Supervisory Commission for the Marketing of Medicinal Products, says that the commission has been busy in the past three years.
      "Competition has intensified on the medicine market", she says.
      The commission operates under the authority of Pharma Industry Finland, as do two impartial inspection committees, one of which focuses on consumer advertising.
Advertising of prescription drugs directly to consumers is legal only in the United States and New Zealand. A few years ago there were discussions in the European Union on whether or not the public at large should have more access to information on prescription drugs. The plan was rejected.


Links:
  Pharma Industry Finland - Pharmaceutical marketing

Helsingin Sanomat