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Ads for prescription drug have been allowed on TV and radio
since 1997, and, despite an otherwise slow economy, sales
have been growing at more than 10 percent per year.
It’s now common for sports stars to appear in such ads,
and drug companies say the athletes have been helpful in promoting
the drugs to consumers.
In 2002, prescription drug sales reached $400 billion worldwide,
and the United States alone, which makes up the largest market,
accounted for about half of those sales.
However, concerns are growing over the responsibility of
using celebrities to promote drugs. Some say the ads are not
educational because, as said by one expert, "You're not
hearing from a medical expert. You're hearing from a paid
celebrity."
The ads are also contributing to inflated health costs, according
to experts. Often, celebrities promote brand name drugs that
may be 10 to 20 times more expensive than generic alternatives.
Also, sports figures don't necessarily use the drugs they
promote in every case.
Athletes without medical training have the potential to influence
the sale of billions of dollars of drugs, which may yield
harmful or even fatal side effects.
Some say the promotions are allowed because regulatory agencies
such as the Food and Drug Administration (FDA) are not doing
their job of enforcing regulations.
Reportedly, the FDA took 157 enforcement actions related
to prescription drug ads in 1998 but only 27 in 2002.
One expert compared the use of celebrity promotions of drug
ads as a large experiment to which no one knows the outcome.
Prescription drugs are tested on limited groups of people,
not the general public, but celebrity endorsements bring millions
of people to the drugs.
PalmBeachPost.com
April 20, 2003
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