This document discusses advertising and marketing of consumer health products. It covers topics like the AMA code of ethics for marketing, common advertising techniques used, marketing by medical professionals and of various health-related products. It also provides consumer tips and discusses regulation of marketing through industry self-regulation and government agencies.

1. Consumer Health Advertising and Marketing Chpt 4 Adapted from Jim Grizzell @ CSU Pomona

2. Advertising & Marketing Advertising The activity of attracting public attention to a product or business, as by paid announcements in the print, broadcast, or electronic media Marketing To offer for sale To sell

3. Advertising Placement of announcements and persuasive messages in time or space Purchased in any of the mass media by business firms, nonprofit organizations, government agencies, and individuals who Seek to inform and / or persuade members of a particular target market or audience about their products, services, organizations, or ideas

4. Marketing The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives

5. Marketing Ethics American Marketing Association Code of Ethics http://www.marketingpower.com/live/content435.php

6. AMA Code of Ethics Participants in the marketing exchange process should be able to expect that: Products and services offered are safe and fit for their intended uses Communications about offered products and services are not deceptive

7. AMA Code of Ethics Avoidance of false and misleading advertising Rejection of high-pressure manipulations, or misleading sales tactics Avoidance of sales promotions that use deception or manipulation

8. Advertising Techniques Words, phrases Puffery Weasel words & phrases Half-truths Power words AMA Code “ Do not use puffery statements or hype (i.e. we make the best widgets East of the Rockies), but do inform the reader of your status in your industry”

9. What to Look For Unambiguous clinical outcome When compared with DRUG X, DRUG Y delivers faster symptom relief. Vague clinical outcome DRUG X is the new, effective 20 μg pill with a low incidence of discontinuation due to skin problems. Emotive or immeasurable outcome DRUG X – one of a kind or DRUG X – a source of healing power. Non-clinical outcome (eg, drug plasma half-lives or biochemical markers) Using DRUG X resulted in a 30% increase in arterial luminal diameter in post-mortem dissections.

10. Marketing by . . . Medical Professionals Hospitals Prescription drug companies Direct to consumer advertising Non-prescription drug companies

11. Marketing Other Products Food Dietary supplements Tobacco Weight loss Youth and beauty Exercise and fitness

12. Food Advertising Promotes dietary imbalance High fat, high sugar, low nutrients, snacks Goal of children’s shows to sell products Toys, video games, cereal, other shows Health benefits of specific foods Low in sugar but high in fat No talk of overall diet

13. Dietary Supplements Most ads misleading Claim we can’t meet nutritional needs Claim products can prevent or treat disease Unwarranted claims protected by free speech 1994 Dietary Supplement Act http:// vm . cfsan . fda . gov /~ dms / supplmnt .html

14. DSHEA1994 Act FDA regulates dietary supplements under a different set of regulations than those covering "conventional" foods and drug products (prescription and Over-the-Counter). Under (DSHEA), the dietary supplement manufacturer is responsible for ensuring that a dietary supplement is safe before it is marketed. FDA is responsible for taking action against any unsafe dietary supplement product after it reaches the market. Generally, manufacturers do not need to register with FDA nor get FDA approval before producing or selling dietary supplements. Manufacturers must make sure that product label information is truthful and not misleading.

15. FDA Post market FDA's post-marketing responsibilities include monitoring safety Voluntary dietary supplement adverse event reporting Product information Labeling Claims Package inserts Accompanying literature

16. Patent Pending or Patented Means nothing Patent office does not require a patent to work Patent office only requires that this product is different from some other product, formulation, mechanism

17. Federal Trade Commission Dietary Supplements:An Advertising Guide for the Industry http://www.ftc.gov/bcp/conline/pubs/buspubs/dietsupp. htm Identifying Express and Implied Claims When to Disclose Qualifying Information Clear and Prominent Disclosure Diet & Fitness Consumer Tips http://www.ftc.gov/bcp/menu-health. htm To file a complaint https://rn.ftc.gov/pls/dod/wsolcq$.startup?Z_ORG_CODE=PU01

18. Cigarette Advertising Master Settlement in 1998 Advertising dollars continue to rise http://www.ftc.gov/opa/2003/06/2001cigrpt. htm

19. Consumer Tips for Prescription Drugs Primary purpose of ad is to sell you a product Do not assume ad gives you full story Get more information Toll-free number Reference book Your physician

20. Consumer Tips for Non-Prescription Drugs Ignore hype: secret, special, foreign formulas, testimonials, miracle or wonder cure Get more information Select products by ingredients listed Not claims Choose single-ingredient products

21. Marketing Schemes Multi-Level Marketing Amway, Mary Kay, Nu Skin, Juice Plus, Sunrider $35 - $100 Kit Likely all make false/deceptive claims Telemarketing

22. Regulation Industry Self-Regulation National Advertising Review Board “ Truth and accuracy in national advertising" Recommendations are non-binding, most advertisers accept the NARB Panel's findings. Can refer to law enforcement

23. Government Regulation Government FDA-food, supplements, drugs, devices FTC- jurisdiction over products & services no drugs USPS-products marketed via mail Various state & local agencies - power & jurisdiction vary

24. Summary Marketing codes of ethics Marketing techniques Consumer Tips