UBC Faculty Research and Publications

An assessment of the health system impacts of direct-to-consumer advertising of prescription medicines (DTCA), volume 5 : predicting the welfare and cost consequences of direct-to-consumer prescription drug advertising Morgan, Steve


Economic theory and historical experience indicates that the marketplace for ideas created by consumer directed drug advertisements would be imbalanced and biased. What is truly needed is investment in independent sources of evidence based educational programs that help consumers (not to mention medical professionals) to better understand the risks and benefits of treating disease with alternative drug and non-drug therapies.

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