Direct-to-consumer advertising under the radar: the need for realistic drugs policy in Australia

Direct‐to‐consumer advertising of prescription medicines (DTCA‐PM) is currently banned in Australia. DTCA‐PM is thought to increase health‐care costs by increasing demand for drugs that are both expensive and potentially harmful. However, DTCA‐PM is occurring in Australia despite the current prohibition. We argue that successful regulation of the practice has been undermined as a result of changes brought about by the ongoing communications revolution, the increasing centrality of patient choice in medical decision‐making and the impossibility of drawing and maintaining a sharp distinction between information and advertising. The prohibition is further threatened by recent international trade agreements. These factors make DTCA‐PM inevitable and legislative and professional bodies need to acknowledge this to create a more effective health‐care policy.