November 19th, 2015
Doctors’ Proposed Ban of Drug Ads Goes After Top Magazine Ad Category
By Nathalie Tadena
The Wall Street Journal
The American Medical Association has called for a ban of direct-to-consumer advertising of prescription drugs, a major source of ad revenue for print magazines.
The AMA, a professional organization of doctors in the U.S., on Tuesday said it has adopted a new policy supporting the ban of such ads and for greater transparency in prescription drug prices and costs.
Television accounted for the bulk of prescription drug ad spending last year at $2.8 billion, followed by magazines at $1.4 billion. Prescription medications were the biggest category for magazine ads in 2014, per Kantar Media’s data. Pharmaceutical ad spending has been accelerating over the past 18 to 24 months, primarily driven by new marketing launches for drugs that have recently achieved Food and Drug Administration approval or are being marketed to consumers for the first time, said Kantar Media North America Chief Research Officer Jon Swallen.