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WASHINGTON The drug industry’s trade group gave preliminary approval today to a set of “guiding principles” that pharmaceutical companies should follow under a voluntary advertising code. That code includes talking with doctors before launching a prescription drug ad campaign, promoting health awareness in ads and targeting messages to the appropriate age group.
The Pharmaecutical Research and Manufacturers of America, known as PhRMA, also encourage member drug companies to include information about programs for low-income people and the uninsured in the ads, make sure any ad claims are backed by research and give equal balance to a drug’s risks and benefits.
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