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The 2nd HPD report - Health Policy Monitor

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Public Visibility<br />

Impact<br />

Transferability<br />

New Zealand: Direct-to-consumer advertising of prescription<br />

medicines<br />

In February 2003, a group of leading general practitioners prepared<br />

a <strong>report</strong> on direct-to-consumer advertising (DTCA) and<br />

presented it to the government. <strong>The</strong> flash point: Patients increasingly<br />

pressured their physicians to prescribe so-called “life-style<br />

pharmaceuticals,” such as drugs against obesity or male impotence.<br />

Data show that expenditure on these drugs has increased<br />

quite significantly.<br />

Idea<br />

Pilot<br />

<strong>Policy</strong> Paper<br />

Legislation<br />

Adoption<br />

Evaluation<br />

Change<br />

However, there is little likelihood that this <strong>report</strong> will trigger<br />

any relevant response. When the DTCA policy was reviewed in<br />

2000/2001, public consultations showed a slight majority in<br />

favor of DTCA. <strong>The</strong>refore the government did not modify its policy.<br />

Instead, it encouraged the pharmaceutical industry to<br />

strengthen its rules and Code of Practice.<br />

Except for the US, New Zealand is the only country in the<br />

world allowing direct-to-consumer advertising of prescription<br />

medicines. <strong>The</strong> European Parliament recently rejected a proposal<br />

that would have paved the way for DTCA in Europe.<br />

66<br />

Sources and further reading:<br />

www.chmeds.ac.nz/<strong>report</strong>.pdf<br />

www.pharmac.govt.nz/pdf/150903a.pdf<br />

www.pharmac.govt.nz/stat.asp<br />

www.rmianz.co.nz/html/views/gpweek/2003/100903.htm

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