Drug advertisements on television have become commonplace in both the American and New Zealand media. So common that when a foreigner in one of those countries turns on the television, they are shocked. All these ads follow a similar structure: it starts as a joyful scene with vibrant colors, perhaps a dancing family, an adventurous retiree, or a happy classroom. Then the main characters talk about how they owe it all to a random drug. Of course, as this all goes on, the narrator in the background goes on to list the dozens of symptoms that may occur, quickly and quietly.
These ads frame their product in a way that seems uplifting and hopeful, much like their opening scene. However, as the beautiful sunset fades in the background, or however the ad ends, the narrator rattles off a horrifying list of possible side effects and warnings. Technically, only horrifying if you could actually understand what they’re saying. While their product may help with your diabetes, you may experience ‘liver damage’ and ‘suicidal thoughts’.
Also, advertisers know how to manipulate word choice. Many advertisements use language like ‘can provide relief for up to 24 hours’, when in reality, only a small percentage of patients experienced relief for that amount of time, and most participants only had two hours.
This veiled deception has a major effect on the public. With the allowance of these types of ads on television, the healthcare market becomes driven by profits, rather than caring for people. Products that don’t work well and may even harm people can become popular, alongside products that are overpriced when cheaper options that work just as well are available. For many patients, this will cause false hope, confusion, or unnecessary treatments.
Thankfully, in light of all these concerns, in November 2024, the FDA in the United States added new regulations for television drug ads. Now, ads must be a “non-misleading net impression about the advertised drug”. Also, ads cannot have “audio or visual elements that might interfere with the consumer’s understanding”. However, these vague and ambiguous laws are not very helpful in the drug ad industry. How fast is too fast for people to understand? How quickly can the words fly by the screen? There is no one enforcing these laws or explaining how they should be interpreted.
While some might argue that drug ads on TV increase awareness for the public, the reality is much more muddled. While these ads may be spreading information about different diseases and possible treatments, their main goal is still marketing. The drug ads’ goal is profits, not people. The drug industry needs to understand that understanding medicine shouldn’t be about decoding advertisements; it should be clear, transparent conversations that tell patients the truth about what they truly need.
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