The Problems of Direct-to-Consumer Pharmaceutical Marketing In 1997, the Food and Drug Administration loosened its restrictions on the direct marketing of pharmaceutical products. Prior to this ruling, drug manufacturers were prohibited from mentioning both the drug's name and its indications in consumer-facing advertisements without also including a large amount of technical information about the drug, including all known side effects, contraindications, and recommendations. on the dosage. Stevens, 1998). In addition to interfering with the attractiveness of advertisements, such requirements have made broadcast ads infeasible due to time constraints and hampered print ads due to cost and space availability. These requirements were abolished in the 1997 FDA policy changes, and pharmaceutical companies were allowed to market drugs by name as treatments for specific conditions, with the minimum requirement that advertisements mention major risks identified in clinical trials (Melillo, 2001). . As a result, manufacturers' expenditures on direct-to-consumer advertising, which totaled $791 million in 1996, increased to $2.6 billion in 2000 (Mitchell, 2001). Television, radio, and print media became saturated with advertisements promoting treatments for conditions ranging from depression to high cholesterol. Names like Zoloft, Claritin and Lipitor, previously known primarily to healthcare professionals, quickly became part of the national vocabulary. As a result, spending on prescription drugs has increased significantly in recent years as consumers are enticed to seek out advertised medications (HealthBizNews.com, 2001). This new face of drug marketing has sparked a furious debate on e..... . half of the newspaper......and drug advertising?" Business Week. May 22, 2000. p52.Melillo, Wendy. "Direct-to-consumer drug advertising under fire in Senate to determine whether such work increases costs of prescription. " Adweek. May 21, 2001. Mitchell, Steve. "Drug advertising raises concerns." www.msnbc.com. 2001. Miller, Susan. "Rx view: DTC ads deliver the right prescription." Brandweek. June 2, 29 , 1998 "Drug Sales." American Demographics. January, 1998. p. 26. Shapiro, Joseph, and S. Schultz. "How Your Doctor Makes the Choice." , Tim. “For Your Health.” Industry Week, September 7, 1998. P. 56. “Subcommittee Hears Debate on Drug Advertising to Consumers.” 2000. Tanner, Lindsey. “Health and Science: Doctors Propose the ban on drug advertising". Nando Times. www.nando.net. June 18, 2001.