Ms Fullwood speaking at the E-Pharmacies, Critical E-Business Strategies for Success Conference at le Meridien Waldorf Hotel in London (UK) on December 14, 2000, stated that this form of advertising was banned in a Directive 92/28 but the boundaries are already being pushed. Companies are apparently exploiting the ambiguity of regulations with contrasting results.
In July, UK GPs commenced talks with the pharmaceutical industry to formulate a code of practice on DTC advertising. This is evidence of the fact that the UK is accepting the fact that the Internet makes this change inevitable. This is significant move for the UK to align its regulation to allow for the growth of ePharmacies.
Safety is paramount as concern has been raised regarding the patient access to health information and particularly drug advertising that may increase the pressure on medical professionals. Patients may be deterred from going to the doctors as a result of a self-diagnosis so certain diseases may not be caught early enough, warned Fullwood.
With cooperation from all players however, DTC advertising can be brought into the UK in a manner that is safe for patients.
