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Abstract

IMPACT OF DIRECT-TO-CONSUMER ADVERTISING (DTCA) ON PRESCRIPTION DRUG UTILIZATION

*Arjun Dnyaneshwar Pawar and Nidhi Pradeep Naralkar

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Abstract

The increasing importance of new technologies of the Internet and social media and their importance as a source of health information is pushing the pharmaceutical industry to digital channels. This article examines the potential implications of the pharmaceutical industry's growing interest in online marketing and examines how Canada's current regulatory framework is reflected in social medias. Although Health Canada has confirmed that the existingDTCA regulations apply to new Internet and social media technologies, new dynamics such as user-generated content, consumer distribution and targeted marketing make applying the current regulations an uncertain process. Additionally, social media can exacerbate some issues commonly associated with DTCA. Finally, there is doubt as to whether national regulatory agencies have the resources or political will to effectively control new digital media. This article examines not only the role of direct government regulation in regulatory oversight and enforcement of the DTCA, but also the role of third-party oversight and industry self-regulation, both of which can play an important role in filling Internet and social gaps. media regulation. Direct-to-consumer advertising of prescription drugs (DTCA) is prohibited in Canada, as in most industrialized countries; the only two countries that allow such advertising are the United States and New Zealand. However, over the last two decades, there have been significant changes in the interpretation of laws prohibiting the DTCA in Canada, which has led to an increase in drug advertising. Consequently, the DTCA has become an increasingly contentious issue in Canada, particularly following the 2005 CanWest Mediaworks lawsuit, which argued that the DTCAprohibition violated the Canadian Charter 2(b) right to freedom of expression Liberties.[2] Although the challenge was granted an indefinite statute of limitations in 2009, the case sparked a lively debate over the DTCA in Canada, a debate that is far from settled. While there is a large body of research and literature on the topic of prescription drug DTCA in Canada in general, very little work has been done on the role or resulting policy of social media marketing and new Internet technologies. consequences Therefore, the purpose of this article is to explore the possible implications of the pharmaceutical industry's growing interest in online marketing and consider how social media is affected by the current laws and regulatory framework in Canada.

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