Study: Drug Ads Misleading. No, Really.

Big pharma uses tricks, distractions to veil harmful side-effects

By Harry Kimball, Newser Staff

Posted May 18, 2008 12:18 PM CDT

(Newser) – Drug ads are multiplying on TV, and manufacturers are starting to advertise medical equipment used in invasive procedures, so now might be a good time to wonder what the spots are telling us. Not as much as they should, Time reports. An independent researcher has found drug companies are using distractions, fast-talking, and tricks gleaned from neuroscience to downplay negative side-effects.

According to a government study, every $1,000 big pharma spends on ads buys 24 new prescriptions, and almost $5 billion is spent annually. If they work wonders, it may be because side-effects, which must be discussed by FDA mandate, are often sequestered somewhere after the middle, but not at the end of the ad, where they are most likely to be forgotten.

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[Videos (1)]

A shopper walks toward the pharmacy. (AP Photo)

Shelves of prescription drugs. (AP Photo/Paul Sakuma)

Bottles of prescription medication. (AP Photo/Mel Evans, file)

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Nasonex bee:Old Nasonex commercial with the original version of the dorky Spanish bee (whose voice is that of Antonio Banderas). (daftanddemented)

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Study: Drug Ads Misleading. No, Really.