PhRMA's voluntary principles for direct-to-consumer advertising recommend that companies promote health and disease awareness as part of their ad campaigns.

The Pharmaceutical Research & Manufacturers of America's board of directors gave preliminary approval to the DTC guidelines on July 21.

The trade association noted that the recommendation to promote health and disease awareness goes beyond current FDA regulations.

Other principles that exceed FDA requirements include the recommendation that manufacturers educate physicians about a particular product before a new DTC campaign launches.

In addition, the guidelines call for TV commercials to be targeted "for audience and age appropriateness," PhRMA said.

PhRMA indicated that legal barriers prohibit the association from making recommendations on what time of the day specific products should be advertised.

However, Pfizer CEO Hank McKinnell has said that he agrees with the concept of limiting TV ads for erectile dysfunction drugs, such as Viagra , to the late night/early morning hours (¹ Also see "Late Night Viagra: Pfizer Supports Limiting Hours For Erectile Dysfunction DTC Ads" - Pink Sheet, 23 June, 2005.).

The guidelines also encourage companies to include information about patient assistance programs in their ads.

PhRMA CEO Billy Tauzin has been a vocal proponent of including the phone number and website for the Partnership for Prescription Assistance clearinghouse in product ads (² Also see "DTC Ads Should Include Patient Assistance Info, PhRMA's Tauzin Says" - Pink Sheet, 12 May, 2005.).

The PhRMA board approved the substance of the principles, and the association will work out final details on specific language.

Once finalized, the guidelines will go before each member company for consideration, voluntary adoption and implementation, PhRMA said.

- Sue Sutter

PhRMA Board Gives Preliminary Nod To Voluntary DTC Guidelines

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