Opinion: the case for advertising pharmaceuticals direct to consumers.

Direct-to-consumer advertising (DCTA) of prescription-only medicines is currently only permitted in the USA and New Zealand. While proponents of DCTA argue that it allows patients to make more informed choices about available treatment options, opponents claim that marketing inevitably presents a biased viewpoint of pharmaceutical products. Frank Auton, senior lecturer in marketing and business strategy at the University of Westminster, UK, presents his case in favor of advertising pharmaceuticals directly to patients.