The American Medical Association (AMA) has called for a ban on consumer TV advertisements for prescription drugs. Anyone with toenail fungus has either talked to their doctor about it or is not bothered by any symptoms. Regardless, millions of viewers of the Superbowl watched a celebrity step out of a limo and heard Mario Lopez, Jr., television host and actor, highlight the need to fight her toenail fungus. The ad has had more than 2,000 TV airings. The AMA, which represents more than 200,000 physicians in every state, said the growing proliferation of ads is driving demand for expensive drugs. Here are six reasons why the ban should be implemented:
Pharmaceutical research to create ‘wonder drugs’ is expensive and risky, and many drugs do not make it to the market. Profit creates the incentive to take the risks and the return on investment for the drug industry deserves to be above average. However, it has become disproportional. Congress has given the industry a blank check to set prices. Consequently, the AMA has called for review of the industry merger and acquisition activity, highlighting of anticompetitive behavior, and the ban of direct-to-consumer TV advertising. Now the question is whether the AMA recommendation will get implemented.