Direct to consumer advertising

Direct to consumer advertising

Direct to consumer advertising is not a common practice in most countries in the world. However, in New Zealand and the USA, the practice is legal, and this fact allows the manufacturers or sellers of drugs to advertise to consumers as their patients (Ritter et al., 2017). This practice enables the promotion of the use of certain drugs to consumers by giving balanced information on its risks and advantages.

Impact

Significantly, various effects are visible in the community as a result of this practice. For instance, there has been a rise in cases of self-prescription among individuals in the community. As a result of the excessive information on the effects and contents of the drugs, the consumers do not seek professional advice (Hudson et al., 2016). Virtually, by advertising to consumers as patients and not professionals, already eliminates the professionals and goes directly to the patient.

In essence, the rise in cases of misuse of over the counter drugs, which is widely becoming viewable as drug abuse may be attributed to this practice. Most drug abusers get information on the effects of certain drug content on them and hence, end up buying the drugs for illegal purposes. The results of abuse of over the counter drugs in the community are that it has continually caused addiction as well as cases of overdose. These cases of drug overdose are resultant from the lack of professional knowledge among consumers who gather the information given in the advertisements (Hudson et al., 2016).

However, as a result of the direct to consumer advertisement, there is more information on specific drugs and their effects. These effects, whether negative or positive, are known to some consumers. This fact has served to eliminate cases of poor self-prescription. Patients now buy drugs based on the information they have.

Ethics

Significantly, this practice may be termed as being both ethical and non-ethical in various ways according to nursing ethics. For instance, one of the ethics is beneficence, which ensures that nurses and practitioners work for the good of the patient (Arritt, 2014). In this case, the provision of information on the effects of the drugs is made to benefit the consumer’s health. However, as a result of the commercialized approach in advertising, the advertisers may exaggerate information to make the drugs attractive to the buyers while in the real sense, failing to adhere to beneficence.

On the other hand, by ensuring that there is the balance of the dissemination of information, then the advertisements are directed to ensure there is non-maleficence. The avoidance to harm the patients by providing information like side effects and risks involved is well-intended and hence following the code of ethics (Hudson et al., 2016). For instance, some of the drugs are described as effective in treating certain conditions but may display effects such as dizziness to the consumer. This information is meant to cushion consumers with special requirements against harm that may come from the use of such drugs.

Essentially, there is the consideration of fairness through the fair distribution of information to all groups of patients. There is no bias in the giving of information as the information is given to all groups without charging or discriminating (Ritter et al., 2017). This practice, therefore, ensures there is justice.

On the other hand, the advertisements allow consumers to decide for themselves. The advertisers only give information and leave the decision making a part for the patient. This fact indicates the ethical principle of autonomy (Arritt, 2014). The patient has the benefit of choosing what procedure to take and what drug to buy according to the information and price as well as existing conditions.

In conclusion, direct to consumer advertising has both positive and negative effects. Significantly, balancing information is an attempt to ensure that the practice is in line with set standards and ethics. These ethical principles safeguard the protection of the patient.