Direct-to-Consumer Advertising Down Under: An Alternative Perspective and Regulatory Framework

Only the United States and New Zealand allow direct-to-consumer advertising (DTCA) of prescription medicines. The authors outline the evolution of DTCA in New Zealand and the development of an industry-based self-regulatory system. The authors examine the concerns raised about self-regulation of DTCA, evaluate the evidence related to these, and identify issues that require further attention to strengthen the model currently used. The authors conclude that a self-regulatory approach, complemented by parallel government monitoring, provides an efficient, responsive system for promoting responsible and ethical DTCA.