Direct-to-Consumer Prescription Drug Advertising in Canada: Permission by Default?

Authors	Gardner DM, Mintzes B, Ostry A
Source	Canadian Medical Association Journal [Commentary]. 2003 September 2;169(5):425-427.
Abstract	The advertising of prescription drugs aimed directly at the public is prohibited in most countries, including Canada. However, a shift in interpretation of the policy governing this marketing strategy, known as direct-to-consumer advertising (DTCA), has occurred in Canada, resulting in its partial introduction without public and parliamentary debate. Consultations on the potential introduction of DTCA have been held by Health Canada since 1996, but there has been little interest in allowing DTCA from health professional and consumer organizations or provincial governments. Despite this, some forms of advertising of prescription drugs to consumers have become widespread. It is important for clinicians to be aware of how DTCA has developed in Canada, its current status and potential outcomes for health care.
Code	CHSPR 03:14R

The University of British Columbia