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AMA passes new direct-to-consumer policy

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CHICAGO — The American Medical Association has adopted a new direct-to-consumer advertising policy, the group announced in a press release.

The AMA will further study the issue of direct-to-consumer prescription drug advertising because of “concerns about the effects of these ads on the patient-physician relationship and health care costs,” the release said.

Research has indicated direct-to-consumer advertising increases a patient’s demand for a particular medication, which the physician may or may not believe is the most viable medical treatment for the patient, the group said. AMA will “consider strategies” that could minimize the potential negative impact of direct-to-consumer advertising.