Case 5: Direct-To-Consumer Advertising for Pills: Is It Ethical?
1. What are the ethical issues in this case?
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
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
4. How will changes in technology and viewing habits change the DTCA issue?