Introduction & Basics
What does DTCPA stand for?
Direct-to-Consumer Pharmaceutical Advertising
What was the “Patent Medicine Era”?
A time before regulation when companies sold untested remedies with exaggerated claims.
What was the name of the painkiller linked to misleading marketing and public harm?
Vioxx
What does Justice Theory focus on?
Fairness, equality, and distribution of benefits and burdens.
What’s one “Do” for ethical pharmaceutical advertisers?
Be transparent about side effects and limitations.
DTCPA is only legal in two countries. Name one of them.
The United States (and New Zealand)
What major U.S. law began regulating drug advertising?
The Pure Food and Drug Act of 1906 (or the Food, Drug, and Cosmetic Act of 1938)
What company was behind the opioid crisis due to deceptive advertising?
Purdue Pharma
How can Justice Theory apply to pharmaceutical ads?
Ads should ensure fair access to accurate medical information and not exploit vulnerable populations.
What’s one “Don’t” for ethical advertising?
Don’t exaggerate product effectiveness or minimize risks.
What is one major argument for DTCPA?
It educates consumers about medical conditions and treatment options.
What year did the FDA relax its rules for DTCPA, allowing modern TV ads?
1997
In the Vioxx case, what ethical issue was violated?
Lack of transparency about side effects and patient harm.
What does Care Theory emphasize?
Relationships, empathy, and responsibility toward others’ well-being.
Why should journalists cover DTCPA critically?
To ensure public awareness and prevent misinformation.
What is one major argument against DTCPA?
It can mislead consumers and prioritize profit over patient well-being.
What change did the FDA make in 1997 regarding risk disclosure?
Ads had to mention only “major risks,” not the full list of side effects.
What type of marketing strategy did Purdue Pharma use to promote OxyContin?
They falsely claimed it was less addictive than other opioids.
How can Care Theory apply to DTCPA?
Companies should prioritize patient care and trust over profits.
What’s a “Do” for journalists reporting on pharmaceuticals?
Verify all claims using credible scientific sources.
What is the main ethical dilemma surrounding DTCPA?
Balancing public health interests with corporate profit motives.
How did the 1997 change impact the pharmaceutical industry?
It caused a surge in advertising spending and increased ethical concerns.
What lesson do these cases teach about DTCPA?
That misleading ads can have deadly public health consequences.
Which theory would criticize DTCPA for manipulating emotional appeals?
Care Theory.
What’s a “Don’t” when advertising or reporting on drugs?
Don’t prioritize sponsorship or profits over public safety.