Gender bias in cardiovascular advertisements.
BACKGROUND
Women with cardiovascular disease are treated less aggressively than men. The reasons for this disparity are unclear. Pharmaceutical advertisements may influence physician practices and patient care.


OBJECTIVE
To determine if female and male patients are equally likely to be featured in cardiovascular advertisements.


METHODS
We examined all cardiovascular advertisements from US editions of general medical and cardiovascular journals published between 1 January 1996 and 30 June 1998. For each unique advertisement, we recorded the total number of journal appearances and the number of appearances in journals' premium positions. We noted the gender, age, race and role of both the primary figure and the majority of people featured in the advertisement.


RESULTS
Nine hundred and nineteen unique cardiovascular advertisements were identified of which 254 depicted a patient as the primary figure. A total of 20%[95% confidence interval (CI) 15.3-25.5%] of these advertisements portrayed a female patient, while 80% (95% CI 74.5-84.7%) depicted a male patient, P <0.0001. Female patient advertisements appeared 249 times (13.3%; 95% CI 8.6-18.9%) while male patient advertisements appeared 1618 times (86.7%; 95% CI 81.1-91.4%), P <0.0001. Female patient advertisements also had significantly fewer mean appearances than male patient advertisements in journals' premium positions (0.82 vs. 1.99, P=0.02). Similar results were seen when the advertisements were analysed according to predominant gender.


CONCLUSIONS
Despite increasing emphasis on cardiovascular disease in women, significant under-representation of female patients exists in cardiovascular advertisements. Physicians should be cognizant of this gender bias.
Department of Medicine, University of Toronto, Toronto, Ontario, Canada.
Sofia B
SB
Ahmed
Sherry L
SL
Grace
Henry Thomas
HT
Stelfox
George
G
Tomlinson
Angela M
AM
Cheung
D000329:Advertising / Q000706:statistics & numerical data*; D015706:Bibliometrics; D002318:Cardiovascular Diseases / Q000188:drug therapy / Q000628:therapy; D005260:Female; D006801:Humans; D008297:Male; D009864:Ontario; D010506:Periodicals as Topic / Q000706:statistics & numerical data; D011287:Prejudice; D016387:Women's Health