During the last several years, the marketing of prescription drugs has
undergone substantial change, facilitated by changes in the regulatory environment
governing direct-to-consumer advertising (DTCA). Since the release in 1997
of new draft guidance by the Food and Drug Administration (FDA),1 consumer-oriented
drug marketing has become pervasive, particularly in broadcast media. Ninety-one
percent of US individuals report having seen consumer-oriented drug advertisements,
and the pharmaceutical industry spent nearly $2.5 billion on DTCA in 2000.2
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