How Big Pharma Learned To Seduce You

By Alicia Rebensdorf, AlterNet. Posted June 19, 2007.

As recent legislation shows, drug companies and their direct-to-consumer marketing campaigns need diligent monitoring -- especially when it looks like they need it the least.

Ten years after the FDA first approved pharmaceutical direct-to-consumer (DTC) advertising, the Senate has finally resolved to step up DTC regulation. Sponsored by the bi-partisan coalition of Edward Kennedy (D-Mass.) and Mike Enzi (R-Wyo.), the bill passed by a resounding 93-1. The House has a similar bill on its calendar and a full vote is expected in July.

Problem is, although the legislation has been touted as a victory over the big, bad drug companies, the success is actually Big Pharma's.