title: Regulating Direct-to-Consumer Drug Information: A Case Study of Eli Lilly's Canadian 40over40 Erectile Dysfunction Campaign.
abstract: Like most jurisdictions, Canada prohibits direct-to-consumer advertising (DTCA) of prescribed drugs. However, direct-to-consumer information (DTCI) is permitted, allowing companies to inform the public about medical conditions. An analysis of Eli Lilly's 40over40 promotion campaign for erectile dysfunction (ED), which included a quiz on ED, shows that DTCI, like DTCA, can be an effective means of drug familiarization. The pharmaceutical industry is "playing by the rules" currently in effect in Canada. Regulators should thus seriously consider whether existing rules permitting DTCI actually meet stated objectives of protecting the public from marketing campaigns (i.e., DTCA) that may deliver misleading information.
authors.affiliation: PhD Student, Bioethics Program, Department of Social and Preventive Medicine, School of Public Health, Université de Montréal, Montreal, QC.
authors.forename: Jean-Christophe Bélisle
authors.initials: JC
authors.lastname: Pipon
authors.affiliation: Associate Professor, Bioethics Program, Department of Social and Preventive Medicine, School of Public Health, Université de Montréal, Montreal, QC.
authors.forename: Bryn
authors.initials: B
authors.lastname: Williams-Jones
mesh_terms: D002170:Canada; D054626:Consumer Health Information / Q000458:organization & administration*; D000067088:Direct-to-Consumer Advertising / Q000331:legislation & jurisprudence*; D004345:Drug Industry / Q000379:methods*; D007172:Erectile Dysfunction / Q000188:drug therapy*; D006801:Humans; D033181:Information Dissemination / Q000379:methods*; D008297:Male; D019982:Organizational Case Studies; D014665:Vasodilator Agents / Q000627:therapeutic use*
chemical_list: D014665:Vasodilator Agents