ABSTRACT
This study examined the content of direct-to-consumer prescription drug advertising in eight popular consumer magazines from 1992 to 1995. Researchers found dramatic increases in the frequency of such ads and greater numbers of ads for drugs that treat chronic ailments rather than life-threatening medical conditions. The study also explored the use of “brief summary” or “fair balance” disclosures by prescription drug advertisers. Marked decreases in the use of “institutional” ads and increases in product-specific, brand-name advertisements with lengthy FDA-mandated product warnings were also noted. A number of public policy issues and recommendations for future research are included.