PHARMACEUTICAL PROMOTION IN NEW ZEALAND

Pharmaceutical companies currently spend over $17 million annually in New Zealand promoting their products with the aim of increasing sales and therefore profits. Although the industry has a code regulating advertising, the code is both weak and voluntary and is routinely violated. Increasingly, pharmaceutical companies are funding medical conferences, continuing medical education and clinical trials. While these activities sometimes contribute to furthering practitioners' education, often they are merely promotional exercises. The companies have also taken to promoting their products through the public media. Detailers' expenses account for over 60 per cent of all promotional spending, but their activities are not subject to any regulation. Advertisements in journals routinely leave out significant prescribing information and also violate provisions of the industry's code. Although the industry claims that the information transmitted in advertising helps promote better prescribing there is disturbing evidence that New Zealand practitioners are overly dependent on the pharmaceutical industry for information about medicines and that this dependence has led to less appropriate prescribing. Reforms to the promotional practices are unlikely to come from either the medical profession or the government. The most hopeful avenue of reform lies in the growing consumer movement, both within New Zealand and internationally.