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AMA votes in favor of ban on direct prescription drug advertising

The AMA is calling for a ban on direct-to-consumer advertising of prescription drugs, according to a press release from the organization.

Physicians at the Interim Meeting of the AMA voted in favor of the advertising ban, citing concerns that the advertising results in more expensive treatment.

“Today’s vote in support of an advertising ban reflects concerns among physicians about the negative impact of commercially-driven promotions, and the role that marketing costs play in fueling escalating drug prices,” Patrice A. Harris, MD, MA, AMA board chair-elect, said in the release. “Direct-to-consumer advertising also inflates demand for new and more expensive drugs, even when these drugs may not be appropriate.”

Patrice A. Harris

As detailed in the release, the United States is only one of two countries in the world that allows for direct-to-consumer advertising of prescription drugs — the other is New Zealand. A recent report from Kantar Media found that drug makers spent $4.5 billion in advertising last year, an increase of about 30 percent in 2 years.

The adopted policy includes plans for a physician task force and advocacy campaign targeting prescription drug cost transparency and pharmaceutical competition in order to avoid an increase in drug prices.

“Physicians strive to provide the best possible care to their patients, but increases in drug prices can impact the ability of physicians to offer their patients the best drug treatments,” Harris said in the release. “Patient care can be compromised and delayed when prescription drugs are unaffordable and subject to coverage limitations by the patient’s health plan. In a worst-case scenario, patients forego necessary treatments when drugs are too expensive.”

The AMA also stated that it will encourage limitations of anticompetitive behavior in the pharmaceutical industry and surveil mergers and acquisitions.