USA: Sex, Lies & Tv / VIAGRA y los "filos" al filo de la violación de la "Strategy of Industry Self-Regulation" (IV)

Sex, Lies and Television? Study Finds that ‘Big Pharma’ Fails at Self-Policing ED Drug Advertising


Arnold and Oakley studied the marketing campaigns for erectile dysfunction (ED) drugs (ver) over a four-year period, 2006 to 2010. These products include sildenafil citrate, manufactured and marketed as Viagra in the U.S. by Pfizer; tadalafil, manufactured and marketed as Cialis in the U.S. by Eli Lilly; and vardenafil HCI, manufactured by Bayer Healthcare and jointly marketed as Levitra in the U.S. by Bayer Healthcare, GlaxoSmithKline and Merck.

All of these companies have certified compliance with the “PhRMA Guiding Principles,” developed by the Pharmaceutical Research and Manufacturers of America trade organization and first introduced in 2005. Under these guidelines, a company must commit to internal processes to ensure compliance with the principles, complete an annual certification of compliance, and submit a document to PhRMA signed by the CEO and chief compliance officer attesting to compliance.

“The Guiding Principles were introduced, as least in part, to preclude the need for additional federal regulation of broadcast drug advertising,” Arnold said. “In this regard they have been largely successful.”

Arnold and Oakley’s analysis found that rather than a serious effort to facilitate the education of consumers, the Guiding Principles were often ignored, putting consumers at possible risk and exposing children to inappropriate content.

“Cumulatively, our data shows that ED marketing campaigns fail to responsibly educate consumers about health conditions and appropriate treatments,” Arnold said. “Instead of facilitating a balancing of interests between company profits and public health, the illusion of industry self-regulation is primarily serving the interest of pharmaceutical companies at the expense of the public’s interest in genuine health education and welfare.” (Más)

"We estimate that Viagra commercials were viewed by children approximately 30 billion times, Cialis approximately 38 billion times, and Levitra approximately 34 billion times during the four-year period we studied," the authors wrote—102 billion times in all."

Report: Despite Industry Guidelines, Erectile Dysfunction Ads Viewed by Kids 102 Billion Times

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Santa Fé: "Viagra para todos" (III)