Is the EU Commission right to relax laws around direct-to-consumer advertising?

Rachel

The EU Commission recently announced it would allow pharmaceutical companies to play a greater role in providing patients with information on diseases and treatments. In response to this, Which? – the UK independent consumer rights charity – has launched a drive to maintain the current ban on pharmaceutical companies promoting their prescription-only medicines directly to the consumer. But is the Which? campaign really the best for patients? Patients can already easily search online for information on medicines and gain access to websites intended for either healthcare professionals or US consumers. It seems ironic that the manufacturers of treatment are not allowed to communicate directly with the people who are taking their products in the EU.

It would be counter productive and ineffective to try and control or stifle information that is already available to the public. Maybe the EU Commission is right to consider relaxing the laws around direct-to-consumer advertising because they realise they are losing a battle to stop information getting out?

We should not be looking to overcome the EU regulation, but rather work alongside the EU Commission to educate and inform. If consumers want information on pharmaceuticals, they will no doubt find it. Anyone who tries to stifle or stop that information being published risks a potential backlash from consumers.

In today’s Internet-centric world, digital media communications can afford companies and regulatory bodies opportunities to ensure that information is communicated correctly, coherently and informatively. Most importantly, in a responsible fashion. As long as the pharmaceutical industry provides the information in a balanced and non-promotional way, it can take an active role in encouraging patients to learn about the particular condition and highlight relevant treatments for it.

Add comment October 20th, 2008