ADVERTISING AND DISCLOSURE Advertising and Behavior Control

the state and federal governments that pay much of the cost of prescription drugs for their employees and for the poor or uninsured. An alternative to this model is to have physicians, relying on their training and experience, peer-reviewed journa l articles, and non-industry-sponsored continuing medical education, determine what medications are appropriate for their patients. Elliott argues that pharmaceutical company marketing undermines the objectivity of prescribing decisions made by physicians and unduly interferes with physician-patient relationships. Further, he claims that PhRMA's guidelines for marketing to physicians have largely been ignored.