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Direct-to-consumer pharmaceutical advertising (DTCPA) has grown rapidly during the past several decades and is now the most prominent type of health communication that the public encounters.1–3 The FDA regulates DTCPA, but critics say that the rules are too relaxed and inadequately enforced.4–6 Although only limited data exist, research suggests that DTCPA is both beneficial and detrimental to the public health.4,6,7 The number of arguments that favor or oppose DTCPA is fairly evenly balanced, and viewpoints presented by both sides can be supported with evidence.8 Although there have been calls to ban or severely curtail consumer drug advertising, remedies to maximize the benefits and minimize the risks of DTCPA are more frequently suggested.7,9
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