Drug firm advert raises ethical issues

A drug company is introducing a new television advertising campaign tomorrow night on RTE 1 which raises the issue of advertising medicines directly to the public.

Pharmacia & Upjohn is running a one-month "public health education" television campaign to increase awareness of bladder control remedies. The company manufactures one of the leading drug treatments used to manage the problem. The drug is not mentioned by name but the company name appears in the final frame.

In the 20-second commercial, a voice-over mentions some of the symptoms associated with the condition, while the visuals include a carefree, middle-aged couple walking on a beach and a smiling couple having coffee in a cafe. The advertisement has run in Britain where the voice-over was recorded by well known agony aunt Claire Rayner. In the Republic, a professional voice-over artist was used.

The media expenditure for the campaign, which is supported by press advertising, is £100,000 (€127,000).

Various treatments are available for the condition but Mr Michael Byrne, general manager of Pharmacia & Upjohn, expects that "some people will leave the surgery with a prescription".

Direct to consumer advertising for medicines is a contentious issue. It is prohibited in the Republic under EU regulations but is now permitted in the US.

Drug advertising had been banned in the US but, following a growing number of pharmaceutical company-sponsored disease awareness campaigns, the US Food and Drug Administration now permits the advertising of prescription medicines by name. Pharmacia & Upjohn advertises its bladder control drug by name in a consumer advertising campaign in the US. "We have obviously no plans to do the same here," says Mr Byrne, "and we have no desire to come between doctor and patient."

The US national drugs bill rose by 14 per cent subsequent to the lifting of the ban and one reason given was patients requesting expensive, hyped products from their doctors. The advertisement will be screened during commercial breaks in tomorrow night's Late Late Show.

Mr Fionan O Cuinneagain, chief executive of the Irish College of General Practitioners, says the principle of information and awareness was a good thing but the college would have some reservations about public information campaigns sponsored by pharmaceutical companies. He said that the college was currently examining the relationship between the medical profession and pharmaceutical companies.

The television advertisement includes a helpline number for Tirim, a multidisciplinary group of medical specialists working in the area. In addition to raising the issue of pharmaceutical companies advertising directly to consumers, the new campaign will also bring attention to the Department of Health's role in conducting public health awareness advertising campaigns.