Kallen Alexander, Woloshin Steven, Shu Jennifer, Juhl Ellen, Schwartz Lisa
Centers for Disease Control and Prevention, Atlanta, Georgia, USA.
Health Aff (Millwood). 2007 Sep-Oct;26(5):1392-8. doi: 10.1377/hlthaff.26.5.1392.
Direct-to-consumer (DTC) prescription drug advertisements for HIV anti-retrovirals are controversial and have been criticized in the past for including deceptive images and underplaying HIV drug limitations. We sought to describe the state of recent DTC ads for HIV antiretrovirals in popular magazines by performing a content analysis of all complete DTC ads for antiretroviral medications appearing in eight national magazines during a one-year period. Current ads appear to have addressed previous concerns, but important problems still exist, such as failing to specify the medication's role in current treatment, to quantify drug efficacy, or to highlight life-threatening side effects.
面向消费者（DTC）的抗逆转录病毒药物广告颇具争议，过去曾因包含欺骗性图像以及淡化艾滋病药物局限性而受到批评。我们通过对八家全国性杂志在一年时间内出现的所有完整的抗逆转录病毒药物直接面向消费者广告进行内容分析，试图描述流行杂志中近期此类广告的状况。当前的广告似乎已经解决了之前的问题，但重要问题依然存在，比如未明确药物在当前治疗中的作用、未量化药物疗效，或者未突出危及生命的副作用。
