Drug advertising

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In Germany, drug advertising is regulated by the Medicines Advertising Act. A distinction is made between two categories:

  • Specialized advertising: Advertising for prescription drugs that may only be advertised to a specialist audience such as health professionals who are also allowed to prescribe them, and to those who are legally trading them.
  • Public advertising: towards the public, d. H. the public, drugs for the elimination of insomnia , mental disorders or for influencing mood may generally not be advertised.

In the USA, pharmaceutical companies are allowed to advertise prescription drugs directly and without restriction to potential consumers, for example in television and radio spots or with advertisements in the print media. The direct approach is intended to encourage consumers to obtain prescriptions for these drugs from the doctors or to obtain them without consultation via the Internet . As a result, Pharma is now the 10th largest advertising category in America. In 2005, US pharmaceutical companies spent $ 4.2 billion on consumer advertising. This equates to 14% of the US pharmaceutical industry's ad spend ($ 29.9 billion).

history

Until the 1920s, it was possible and customary to advertise medicinal products in Germany right down to the package insert. For example on posters. As early as the Middle Ages, medicines were often advertised using medical authorities ] and well-known patient or user names. Pharmaceutical products were one of the most important business areas for the advertising industry. The German Advertising Association and the Association of German Advertising Professionals responded with massive resistance in the magazine Die Reklame to the amendment to the specialty regulations in Austria on September 24, 1925 :

“The external presentation as well as the printed advertising material directly delivered with the drug are therefore subject to unconditional censorship by the Austrian Ministry of Social Administration. [...] For Germany, the restriction provides conclusive proof that not only is the fight against the planned laws being waged rightly, but that it would be downright fatal if a similar regulation were to be reached in Germany. "

The Austrian Specialties Ordinance led to drug advertising in particular:

"The use of signatures and texts other than those approved by the Federal Ministry for Social Administration from the printed matter and announcements intended for the enclosed package in non-pharmaceutical magazines and printed matter is prohibited. Any outrageous advertising, including in particular unfounded or misleading claims about the medicinal value or harmlessness of pharmaceutical specialties, as well as the dissemination of such instructions for use, is prohibited. [...] Specialties that are only allowed to be sold 'against a doctor's or veterinary prescription' may only be announced in medical or pharmaceutical journals with simple indications. "

literature

  • Gerd Ulrich: Effects that border on miracles. Pharmaceutical advertising in Germany (1830-1930) . Books on Demand GmbH, Norderstedt 2007, 232 pages, ISBN 978-3-8334-6718-9

Web links

Individual evidence

  1. ↑ Thomas Holste: The Theriakkrämer. A contribution to the early history of drug advertising. (Medical dissertation Würzburg 1975), Horst Wellm, Pattensen near Hanover 1976 (= Würzburg medical-historical research. Volume 5), now at Königshausen & Neumann, Würzburg.
  2. ↑ Heinz Zimmermann: Pharmaceutical advertising in Germany from the beginning of the 16th to the end of the 18th century. Mathematical and natural science dissertation Marburg an der Lahm 1968.
  3. ↑ Wolf-Dieter Müller-Jahncke (ed.), With the assistance of Kathrin V. Pfister: Who does not advertise, dies. Historical drug advertising in the poster. Govi, Eschborn 2015, ISBN 978-3-7741-1280-3 .
  4. ↑ See also Joachim Telle : Erfabelte recipe authors. In: Medical monthly. Volume 23, 1969, pp. 117-121.
  5. ↑ Joachim Telle: 'Tristants Wasser' and 'Morolfs Wein'. For the use of personal names in medieval technical terms of compound medicinal products. In: Contributions to name research. New Series, Volume 6, 1971, pp. 69-78.
  6. ↑ quoted from Die Reklame , Verlag Francken & Lang, Berlin, Edition 1, Volume 23, January 1930, Pages 3-4.