Consumer Advertising And The Promotion Of Information Essay

894 WordsDec 11, 20154 Pages
Canada draws a distinction between direct-to-consumer advertising and the promotion of information through direct-to-consumer information (DTCI). DTCI aims to build consumer confidence that the information being relayed is informative and factual rather than for the purpose of promotional advertisement (Bélisle-Pipon 259). It allows for the promotion of help-seeking and reminder advertisements but not product claim advertisements, in contrast to its permissible use in the United States. Reminder advertisements are classified as DTCA and help-seeking advertisements are considered as DTCI. In Canada, DTCA is regulated by Health Canada. According to Canada’s Food and Drugs Act, an advertisement cannot “make any representation other than with respect to the brand name, proper name, common name, price and quantity of the drug” (Bélisle-Pipon 259). Advertising Standards Canada regulates DTCI by ensuring that “no element can directly or indirectly promote the sale of a drug” (Bélisle-Pipon 260). Consumer health materials that follow Health Canada’s Guidelines are automatically classified as DTCI and if the material does not comply, they are classified as DTCA’s. Canada’s DTCI campaigns raise similar ethical concerns as those associated with the United States’ DTCA. Canadian DTCI regulations require the suppression of drug sponsorship (Bélisle-Pipon 260). This hides the commercial marketing aspect of DTCI and thus the motivations behind the message. Transparency of a sponsor’s

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