(Letter to Sen. John McCain from American Association of Advertising Agencies (AAAA) on behalf of seven advertising and media organizations.)

May 16, 2001

The Honorable John McCain
Chairman
Committee on Commerce, Science and Transportation
United States Senate
Washington, D.C. 20510

Dear Senator McCain:

The Subcommittee on Consumer Affairs of the Committee on Commerce, Science and Transportation has scheduled a hearing for Tuesday, May 22, 2001 on the subject of direct to consumer advertising or prescription medicines. The media and advertising organizations below are writing to emphasize the importance of this advertising to better inform consumers and to improve the health of all Americans.

Recent surveys illustrate that advertising for prescription medicines provides consumers with an increased awareness of diseases and other health problems, and it encourages consumers and patients to seek additional information about health conditions and treatments from their physicians and pharmacists.

Public opinion surveys conducted by the Food and Drug Administration, Prevention Magazine, and the National Consumers' League suggest strongly that consumers by a two-to-one margin like to see advertising of prescription medicines. Moreover, it has helped to increase the knowledge of Americans about their own health, and has encouraged them to ask more questions and pursue answers to those questions from physicians, pharmacists, and other resources.

It is important to have a full understanding of how valuable advertising of prescription medication has proven to be for consumers. Here are some of the key findings drawn from several independent public opinion surveys that have examined the role of this advertising over the past four years:

According to a 1999 FDA survey, 62% of those who saw the advertising agreed or strongly agreed that the ads helped them have better discussions with their physicians about their health.

The FDA particularly was interested in learning whether these advertisements tend to emphasize the benefits of prescription drugs while downplaying the risks. Asked what kind of information they saw in ads, 87% of the respondents said, "the benefits of the drug," while 82% said, "risks or side effects." Clearly, the FDA's own survey indicates that information about risks is getting through to consumers.

Consumers who have seen advertisements for medicines they currently are taking are more likely to continue taking those medicines regularly-a critical factor as physicians become increasingly concerned about inconsistent compliance by a large number of their patients.

In light of these findings, we would urge you, as a member of the Commerce Committee, to examine all of the information relating to the advertising of prescription medicines and its benefits. We believe consumers always are better served with more information, rather than less. It helps them make more informed choices and it empowers them to participate more in their own health care. Moreover, we believe current law assures that consumers receive the information they need, and this is reflected in the surveys of consumer opinion.

We ask you to assess the long-term value of efforts to educate members of the public about improving their health. This would include asking how many Americans go untreated for a serious health problem because they lack information or have not been prompted to see a physician. The medical profession constantly emphasizes the importance of early intervention to control or eliminate serious diseases. According to FDA's survey, 27% of those who recalled seeing advertising for prescription medicines said the advertising caused them to ask their physicians about a condition they had not previously discussed.

For example, the Centers for Disease Control estimate that one-third of the nation's 16 million Americans who suffer from diabetes have not yet been diagnosed with this disease. This disease accounts for more than $98 billion in direct and indirect medial costs and lost productivity. One in five Americans-56 million-have high blood pressure, and yet 18 million of them are unaware they have it. Another eight million know they have this killing disease but are not receiving medication for it. Forty-three million Americans suffer from arthritis at a cost of $65 billion a year. It is the leading cause of disability in the United States, but according to the CDC, "although cost-effective interventions are available to reduce the burden of arthritis, they are underused." Communication and public education are a top priority of the CDC to reduce the loss and suffering from arthritis.

We welcome an opportunity to discuss advertising of prescription medicines with you and to review with you the findings of the Food and Drug Administration, the Princeton Survey Research Associates for Prevention Magazine, the Kaiser Family Foundation, and the Harvard School of Public Health.

Respectfully,

American Advertising Federation
American Association of Advertising Agencies
Association of National Advertisers
Direct Marketing Association
Grocery Manufacturers of America National Association of Broadcasters Newspaper Association of America

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