Direct-to-Consumer Drug Advertising Under Fire

Everyone knows prescription drugs are expensive. The question Sen. Byron Dorgan, D-N.D., wants answered is whether the advertising is driving up the cost.

A Senate consumer-affairs subcommittee will hold a hearing tomorrow to determine whether direct-to-consumer ad vertising of prescription drugs encourages more people to see their doctors, increases the number of prescriptions and ultimately drives up the cost of drugs.

A Dorgan representative said the senator only seeks information. But what advertising lobby groups fear is whether this is just the first step on the road to a bill that will permanently ban such ads.