title: Pharmaceutical advertisements in prescribing software: an analysis.
abstract: OBJECTIVE
  To assess pharmaceutical advertisements in prescribing software, their adherence to code standards, and the opinions of general practitioners regarding the advertisements.
  
  
  METHODS
  Content analysis of advertisements displayed by Medical Director version 2.81 (Health Communication Network, Sydney, NSW) in early 2005; thematic analysis of a debate on this topic held on the General Practice Computer Group email forum (GPCG_talk) during December 2004.
  
  
  METHODS
  Placement, frequency and type of advertisements; their compliance with the Medicines Australia Code of Conduct, and the views of GPs.
  
  
  RESULTS
  24 clinical functions in Medical Director contained advertisements. These included 79 different advertisements for 41 prescription products marketed by 17 companies, including one generic manufacturer. 57 of 60 (95%) advertisements making a promotional claim appeared noncompliant with one or more requirements of the Code. 29 contributors, primarily GPs, posted 174 emails to GPCG_talk; there was little support for these advertisements, but some concern that the price of software would increase if they were removed.
  
  
  CONCLUSIONS
  We suggest that pharmaceutical promotion in prescribing software should be banned, and inclusion of independent therapeutic information be mandated.
authors: School of Public Health, La Trobe University, Plenty Road, Bundoora, VIC 3086. k.harvey@latrobe.edu.au
authors: Ken J
authors: KJ
authors: Harvey
authors: Agnes I
authors: AI
authors: Vitry
authors: Elizabeth
authors: E
authors: Roughead
authors: Rosalie
authors: R
authors: Aroni
authors: Nicola
authors: N
authors: Ballenden
authors: Ralph
authors: R
authors: Faggotter
mesh_terms: D000329:Advertising / Q000592:standards / Q000706:statistics & numerical data*; D001291:Attitude of Health Personnel; D001315:Australia; D032781:Codes of Ethics; D004345:Drug Industry / Q000592:standards / Q000706:statistics & numerical data*; D004346:Drug Information Services / Q000592:standards / Q000706:statistics & numerical data*; D011307:Drug Prescriptions / Q000592:standards*; D004360:Drug Therapy, Computer-Assisted / Q000592:standards / Q000706:statistics & numerical data; D016568:Drugs, Generic; D005194:Family Practice / Q000706:statistics & numerical data; D019983:Guideline Adherence / Q000706:statistics & numerical data; D019538:Health Care Surveys; D006801:Humans; D012984:Software / Q000592:standards / Q000706:statistics & numerical data*
chemical_list: D016568:Drugs, Generic