In August, the Pharmaceutical Researchers and Manufacturers of America (PhRMA) sought to curb growing public criticism over its consumer advertising practices by releasing voluntary advertising guidelines. The document stated that drug advertising should serve the public health by “ increasing awareness about diseases ” and “ educating patients about treatment options. ” The voluntary PhRMA gui...

The rising costs of health care have forced changes in institutions that provide health care services to patients. Doctors, hospitals, insurance companies, and drug manufacturers have changed business practices to trim costs and maximize profits. One practice exploited by pharmaceutical companies is the freedom to advertise prescription drug products.' Direct-to-consumer advertising can effecti...