Childers welcomes vote to ban US stlye direct advertising of medicines

Posted by Bronwen Maher on November 24, 2010 at 02:09 PM

Labour MEP Nessa Childers today voted with her European Parliament colleagues to ban almost all forms of US-style direct advertising of prescription medicines.
 
The parliament overwhelming voted to add print media to the European Commission proposal banning the advertising of prescription medicines on TV, radio and the Internet. The decision will now allow accurate, independent and unbiased health information approved only by national authorities like the HSE to be made accessible to patients.
 
Speaking from Strasbourg, Childers said: "I welcome this legislation which will stop Europeans being bombarded with ads for drugs which they often don't need. We do not want to see junk-mail advertising medicines sent directly to peoples’ homes.
 
"Ever since direct-to-consumer medicine advertising became legal in the USA in 1997, European lawmakers have been under tremendous pressure from industry lobbyists to introduce a similar measure in the EU. During an economic crisis such as the current one, being bombarded with drug commercials which promise to quickly fix your life is the last thing that Irish citizens need.
 
"Unfortunately, direct-to-consumer-advertising in the US has served only to tempt people to spend their money on drugs that they otherwise might not need - all in pursuit of a 'quick-fix'. A 2007 study by the University of California, which looked at how 38 television ads for prescription drugs attempted to influence viewers, discovered that 85% of the ads portrayed taking certain medications as a way for people to regain control of their lives.
 
"Today's vote will preserve the ban on such advertising in Ireland and the rest of the EU. It also ensures that, while access to medication will be as open as it has ever been, Europeans will continue to only take medicines that they really need."

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