Rethinking the role of the learned intermediary: The effect of direct-to-consumer advertising on litigation

A court ruling overturned the pharmaceutical industry's protection from obligation to warn patients directly about their prescription products in the case of direct-to-consumer advertising. The case "Perez v. Wyeth Laboratories Inc" will help make pharmaceutical companies more accountable for their marketing strategies, and provide a reminder of the growing limitations placed on physicians to inform the medical decisions of their patients.