Public backs drug advertising, survey finds

The public supports drug advertisements aimed directly at consumers despite concerns raised this year about the practice, a survey says.

A Massey University survey of 632 people shows only 11 per cent of them strongly supported a ban on direct advertising, said researcher Janet Hoek.

About 70 per cent of the respondents did not support a ban.

In February, a report published by the Otago School of Medicine called for a ban on direct advertising.

It said the technique was not safe and could give people a false impression of drugs' abilities.

Health Minister Annette King is considering the future of direct advertising.

In New Zealand in 2000, television advertising of prescription medicines swallowed $11 million. Direct advertising is generally focused on newer, more expensive drugs.

Prescription drugs advertised included weight-loss drugs Xenical and Reductil, erectile-dysfunction products Cialis and Viagra, the contraceptive pill Diane 35, and anti-inflammatory Vioxx.

Associate Professor Hoek said the survey asked people if they supported a ban on direct advertising.

"Our work reveals that members of the public find direct advertising useful and informative. While this is the case, the rationale for banning this advertising is questionable."

Professor Hoek said the survey respondents' high awareness of direct advertising indicated its pervasiveness and potential to affect consumers' behaviour", she said.

However, the study showed 80 per cent of people remembered seeing "benefit information" about a drug, but only 25 per cent saw side-effect details.

Professor Hoek said direct advertising needed to highlight the possible problems of taking some drugs.

"Mandatory use of voice-overs and the shift to more informative advertising would be a logical starting point," she said. "Newspaper advertisements could be made to print side-effect details in larger print so they are easier to identify."

Professor Hoek said more than 40 per cent of respondents had looked for further information about an advertised prescription drug.

The study was financed by a university grant.

Drug advertising:

* Costs drug companies $11 million each year.

* Is opposed by some health experts and is under review by the Government.

* Is popular with the public, according to a Massey University survey.

Prominent TV ads include

* Weight loss: Xenical, Reductil.

* Erection problems: Viagra, Cialis.