Case 5: Direct-To-Consumer Advertising for Pills: Is It Ethical?
1. What are the ethical issues in this case?
The ethical issues revolve around the possibility of duping the public into purchasing products
2. Should DTCA advertising be judged by the same criteria as other advertising? If not, how
should it be judged differently?
As we experience the democratization of information, we also see the confusion and despair
among those professionals who once had a monopoly on that information. Stockbrokers and
investment advisers bewail the trend of individuals managing their own accounts and leaving the
professional out of the loop. Certainly, this new pattern is more risky than using professional
3. What public policy changes would you advocate regarding DTCA? Should the U.S. and/or
New Zealand ban them? Should the EU allow them?
The best defense against misleading advertising is an informed, educated public. As long as drug
manufacturers reveal the negative aspects of their products, as well as the positive, no change
would be required. Perhaps FDA oversight would help, but that also requires the creation of a
4. How will changes in technology and viewing habits change the DTCA issue?
With the advent of direct television viewing services like Netflix and Hulu, viewers are no longer
as exposed to television commercials. However, marketing technologies that track consumer