The New Epidemic A short film about Motivational Deficiency disorder
"An evidence-based mockumentary about the pharmaceutical industry's influence over health professionals, patients and the public." You do not need to register with the website to view this 25-minute movie
Click on the picture to the right to watch a 45-minute documentary about how the pharmaceutical industry markets disease and pushes drugs.
(Note: If you are not already logged-in you will be asked to log-in first. If you have never logged in to the ASAP website, simply click on the Registration link to register. Once you are registered and logged in, you can click on the Big Bucks - Big Pharma link in the User Menu on the bottom, right side of our site to watch the video. For digital licensing purposes, you will be asked to provide your first name and state of residence to watch the video.)
The Hear Our Voice Campaign will be initiated by ASAP in the next few weeks. The purpose of the campaign is to provide credible information about the impact of prescription advertising on individals, families and communities. Some introductory information is below. If you wish to share your story about how prescription advertising has impacted you, your family or your workplace, please email
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. ASAP is compiling personal stories which will be posted on our website as part of the campaign.
Key Issue
Prescription drug abuse among youth and young adults is a signifcant and growing problem in the Nation.[1]
Many young adults think non-medical use of prescription painkillers and stimulants is safer than taking other “hard” drugs.[2]
Growing belief within our culture that the answer to problems lies in prescription drugs.[3]
There are currently limited FDA rules governing direct-to-consumer and prescription advertising. PhRMA (Pharmaceutical Researchers and Manufacturers of America) recently released its own Guiding Principals: Direct to consumer advertising of prescription medications, which is available for download here.
Pushing drugs: advertisements normalize the use of prescription drugs to address health, mental health and behavioral problems that can often be more safely addressed through lifestyle and behavioral changes.
Incomplete picture of drug safety: advertisements present idealized and emotionally appealing images of people living healthy, happy lives as a result of taking a prescription drug without presenting the risks of taking the prescription in a manner that as appealling or noticable.
Think about it: why would any company whose primary purpuse is to earn money for its shareholders be motivated to present a complete picture of risks and benefits to consumers? This is the underlying paradox that cannot be overcome through guiding principals or regulatory legislation.
Did you know: According to the CDC, unintentional fatal drug overdoses nearly doubled from1999 to 2004 and are now the No. 2 cause of accidental death, after car crashes. CDC researchers believe sedatives and prescription painkillers are the chief cause of the increase (Associated Press, February 2007).
Possible solutions
Prohibit direct to consumer prescription drug advertising.
Efficacy of prohibition – data from tobacco and alcohol
Alcohol: Research evidence strongly suggests “that exposure to alcohol advertising and marketing increases the likelihood of underage drinking.”[1]
Tobacco: “A convincing body of evidence demonstrates that tobacco advertising plays an important part in encouraging non-smokers to begin smoking. Advertising is a particularly important factor among young people. Comprehensive bans on tobacco advertising and promotion can result in a considerable reduction of tobacco consumption on a national level.”[2]
Other countries that prohibit direct-to-consumer prescription advertising
European Union countries prohibit direct-to-consumer advertising of prescriptions; US policy allowing this type of advertising is impacting Internet users worldwide who are exposed to pharmaceutical advertising via the Internet.[3]
New Zealand is the only other country in the world that allows direct-to-consumer prescription advertising. In 2006, there was a movement to ban DTC advertising in that country as well.
[1] Join Together. (2008). Pharmaceutical companies use new media to market to teens. Retrieved 9/11/08 from www.jointogether.org/news/headlines/inthenews/2008/pharmaceutical-companies-use.html
[2] Join Together. (2008). College freshman weigh relative risks of prescription drugs. Retrieved 9/11/08 from www.jointogether.org/news/research/summaries/2008/college-freshman-weigh.html
[1] Center on Alcohol Marketing and Youth. (2008). Youth exposure to alcohol advertising on television: 2001-2007. Retrieved on 9/30/08 from http://camy.org/research/tv0608/
[2] Willemsen, M. C., & de Blij, B. (n.d.). Tobacco Advertising Fact Sheet. Retrieved on 9/30/08 from http://www.globalink.org/en/advertising.shtml
[1] Join Together. (2008). Pharmaceutical companies use new media to market to teens. Retrieved 9/11/08 from www.jointogether.org/news/headlines/inthenews/2008/pharmaceutical-companies-use.html
[2] Join Together. (2008). College freshman weigh relative risks of prescription drugs. Retrieved 9/11/08 from www.jointogether.org/news/research/summaries/2008/college-freshman-weigh.html
Information Resources 
