Information about the best medication and medical devices to treat disease frequently takes place in the doctor’s office between a physician and patient. Yet, the American public is receiving medication information directly from pharmaceutical companies through advertisements they see whenever they watch television, read magazines and scan the internet. (Weinmeyer 2013) Before the mid 1980’s, pharmaceutical companies gave drug information directly to physicians, who informed patients of their treatment options. Things changed in the mid-eighties when the Food and Drug Administration approved new advertising rules that allowed pharmaceutical companies to provide direct to consumer advertising (DTCA) that aimed their messages to the general public. By 1997, the FDA allowed pharmaceutical ads to appear on television as long as a list of side effects and risks were summarized. (Powell 2023) Pharmaceutical companies use DTCA in an effort to influence a patient’s knowledge and desire for a medication or device. Since pharmaceutical drugs and medical devices require a doctor’s prescription, DTCA aims to get patients to discuss the product with their doctor, who will write the prescription, leading to increased sales. (Kenton 2023) The information that is passed to consumers about treating diseases through medication may be misleading.
Consumers view more than 16 hours of pharmaceutical advertisements a week, inundating them with emotional appeals to use medication to get better. Many ads are created to tell a story that follows a typical pattern that shows a person with a medical condition who has lost control until they have a medical breakthrough from taking a drug that allows them to regain control of their life and gain social approval. (Frosh 2007) This scenario focuses on a happy ending that comes from the medication fixing the medical problem. By evoking happiness, pharmaceutical ads use a persuasive tool to influence consumers by creating a sense of trust and commitment to the product. (Unruly 2019). Advertisements for antidepressants like Abilify and Cymbalta show happy scenes with “a typical middle class, American Dream quality”, that paints the picture that life will magically change after taking an antidepressant. The idealized images that are influencing product sales are painting a false reality for the viewer. Although the required FDA list of risks is included, it does not fully explain the potential risks of this medicine, potentially leading to medical complications. Therefore, DTCA can make consumers believe that a drug is more effective and has fewer complications than clinical evidence suggests.
