In 1997, the United States began allowing direct-to-consumer (DTC) advertising for prescription medications. Today, only the U.S. and New Zealand allow this practice.
Whether we realize it or not, we are all influenced by what we see and hear. After 1997, prescription drug sales rose sharply—showing just how powerful advertising can be.
Why does this matter?
Many drug ads are designed to do more than inform—they are meant to persuade. Some concerns include:
- Encouraging patients to request specific drugs
- Overly positive messaging with limited balance
- Downplaying or minimizing side effects
- Claims that may exaggerate how well a drug works
- Inconsistent or incomplete information
These ads often rely on subtle messaging and emotional appeal. Years ago, patients typically went to their doctor to find out what was wrong. Today, it’s common for patients to arrive with a diagnosis in mind—and even request a specific medication they’ve seen advertised.
This shift has changed the doctor–patient relationship. Many physicians now feel pressure to prescribe medications that may not be necessary. In fact, some medical schools even teach “refusal skills” to help doctors navigate these situations.
Not all ads promote a specific drug…
Some ads don’t name a medication at all. Instead, they highlight a condition to create awareness—and demand.
For example, there have been campaigns around conditions like exocrine pancreatic insufficiency (EPI). While this condition does exist, some experts have noted that advertising can make it seem far more common than it actually is. Often, once awareness increases, a high-cost prescription treatment follows.
It’s true that the pancreas produces important digestive enzymes, and many people may benefit from supporting digestion—especially with today’s typical diet. However, there are also more natural and affordable options available, such as high-quality enzyme supplements.
A gentle reminder
Be mindful of celebrity endorsements. These individuals are paid to promote products—they are not giving medical advice.
As health consumers, it’s important to stay informed, ask questions, and work with a trusted provider to determine what is truly best for your body.
For those interested in learning more, journalist Martha Rosenberg has written extensively on this topic, including her FDA exposé “Born with a Junk Food Deficiency.”
Until next time,
Dr. Polly
