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Market Insight - DTC advertising still a hot potato

This article was originally published in Scrip

Executive Summary

It is now more than ten years since the US FDAfirst allowed the advertising of prescription medicines direct to the public. Since then, the US has been joined by just one other country, New Zealand, in allowing so-called direct-to-consumer (DTC) advertising, although there have been mutterings on the subject in some other countries. Despite its limited spread, DTC advertising remains a controversial issue.

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