Prescription medicines are basically more potent and of higher risk. The assessment and advice of health-care professionals is therefore an important safeguard in ensuring that patients use them properly.

It has been reported that DTC advertising leads to over-consumption and inappropriate use of medicines, as well as increases in health-care costs. These are the key reasons why all medicine regulatory authorities, except in the United States and New Zealand, disallow DTC advertising.

While DTC advertising of prescription medicines is not allowed locally, HSA recognises that DACs have a place in public health education when comprehensive and substantiated information about diseases can be provided in a fair and balanced manner.

Properly used, this channel can increase public knowledge and help patients make informed decisions. To this end, pharmaceutical firms must follow a set of published guidelines when running DACs.

The HSA is working closely with stakeholders to refine the guidelines to provide greater relevance and clarity in today's environment. This will help ensure that educational campaigns on diseases serve to benefit the general public without becoming DTC advertisements of prescription medicines.

Dr Christina Lim
Administrator,
Health Products Regulation Group,
Health Sciences Authority