Direct-to-consumer advertising of prescription pharmaceuticals: A consumer perspective from New Zealand

New Zealand is one of only two countries in the world that allows direct-to-consumer (DTC) advertising. Such advertising has increased dramatically since the mid-1990s, and a wide range of promotional activities currently takes place. Compliance with the legislation occurs through an industry body that hears complaints over alleged breaches. The weakness of the organized consumer sector in the country means there is a paucity of complaints, yet a self-regulating system is reliant on complaints for compliance. The author describes the unsatisfactory experience of taking a complaint and examines the argument that DTC advertising provides consumers with important information. The author measures DTC advertising against criteria for quality health information and finds it wanting.