How Big Pharma Learned To Seduce You (AlterNet)

[marmar]

How Big Pharma Learned To Seduce You

By Alicia Rebensdorf, AlterNet. Posted June 19, 2007.



As recent legislation shows, drug companies and their direct-to-consumer marketing campaigns need diligent monitoring -- especially when it looks like they need it the least.

Ten years after the FDA first approved pharmaceutical direct-to-consumer (DTC) advertising, the Senate has finally resolved to step up DTC regulation. Sponsored by the bi-partisan coalition of Edward Kennedy (D-Mass.) and Mike Enzi (R-Wyo.), the bill passed by a resounding 93-1. The House has a similar bill on its calendar and a full vote is expected in July.

Problem is, although the legislation has been touted as a victory over the big, bad drug companies, the success is actually Big Pharma's.

At first glance, drug company influence on the recent legislation can be hard to see. The bill raises fees on pharmaceutical patents to beef up FDA staff and speed review. It also gives the FDA power to fine companies for ads that fail to list risks in a "clear and conspicuous neutral manner."

However, compared to the recommendations made by the Institute of Medicine back in September, this bill replaces a steak knife with a spoon. The Senate bill ignores their suggested two-year moratorium on advertising new medication. It fails to require FDA approval before ads go on air and allows the FDA to assess fines only after the fact.

Even then, many critics doubt the fines will be much a deterrent. As Bill Vaughan, a policy analyst at Consumers Union, points out points out, "When a company can make more than a million dollars a day in drug sales, a $150,000 fine for running a misleading advertisement won't have much impact."

In fact, the bill is so soft that even Billy Tauzin, former Republican congressmen and current president of the powerful drug group, Pharmaceutical Research and Manufacturers of America (PhRMA), praised the bill, saying it "will no doubt make a good system even better." .....(more)

The complete piece is at: http://www.alternet.org/mediaculture/54522/