Internet Advertising Puts Consumers at Risk for Misleading Medical Claims

YouTube generates a lot of buzz these days — which is why more and more corporate entities, including medical device manufacturers and pharmaceutical companies, are rushing to post new and interesting video content. They’re being innovative and creative, that’s for sure — especially given how far ahead of regulators the marketing wizards have managed to remain. Did you know there are no clearly defined rules regulating device-related medical content on YouTube and other such sites? In fact, a recent article in the Journal of the American Medical Association stated there is almost no oversight of direct-to-consumer advertising for implantable devices despite the fact that the FDA has authority to regulate it.

SO WHAT’S WRONG WITH THAT?

All this may change, however. A petition has been filed with the FDA by the Prescription Project, a group working to promote policy change and eliminate conflicts of interest created by aggressive medical-industry marketing. In its petition, the group asks the FDA to address and take action on direct-to-consumer advertising on the Internet. The petition stemmed from You Tube video postings by three medical-device manufacturers — the ads, which were not labeled as advertisements, promoted specific medical devices, but did not contain the disclosures about device risks or indications for use that the FDA requires in medical ads in other media.

It’s dangerous when consumers are exposed to marketing without being given any warnings about risks and side effects or having the information put into the basic context that they would need to make an informed decision, says Allan Coukell, director of policy for the Prescription Project. “That’s why there are regulations and standards for print ads or TV ads, and we think that on the Internet, where space is unlimited, the standard should be higher — companies should go further to provide useful, balanced information about risks and benefits.”

A HEALTHY DOSE OF SKEPTICISM

Although it may be a while before the FDA responds to the Prescription Project’s request, applying the rule to all Internet ads seems like a no-brainer.

As Coukell pointed out to me, people often assume that when they see an ad for an FDA-approved product on TV, it means the advertisement is approved by the FDA, but in fact that’s not so. “There is merely the expectation that companies know the rules pertaining to advertising and comply,” he says.

Consumers are notoriously gullible when it comes to believing the promises about “groundbreaking” therapies they see advertised on TV. Therefore, Coukell’s advice is to take all medical advertising you are exposed to with a “big grain of salt.” Even though the ads on TV and radio follow the rules of disclosure, it’s unlikely anyone can really absorb the list of risks as they’re speedily rattled off by the announcer while viewers watch beautiful, happy pictures. Whether you see it on the Internet or TV, hear it on the radio or notice it as you drive by a billboard on an interstate highway — when it comes to medical advertising, a healthy dose of skepticism could be just what’s needed to help you stay healthy.

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