"The suitability of the direct advertising of prescription drugs is related to the health literacy of the population and, in the case of Europe, we are not sufficiently trained in health issues to guarantee immunity to the pressure that can be exerted on us". This is the opinion of Carlos Adanero, a pharmacist from Pamplona, the author of a research of doctorate developed at School of Pharmacy of the University of Navarra.

According to the Master's Degree professor at research, development and Drug Innovation of the academic center, the advertising of prescription drugs is an activity permitted only in the USA and New Zealand: "In Europe there have been two attempts to have the ban lifted, but introducing this advertising, which generates 5.2 billion dollars a year in the North American country, would be counterproductive in our environment".           

However, the absence of borders on the Internet means that advertising can reach any corner of the planet, which makes global legislation necessary. "The U.S. has a preponderant position in this sector and its cultural influence is also very relevant. Europe would do well to be prepared for a new environment, to ensure reliable information sites and to extend the Education on health issues from childhood, so that the population is better prepared."

The online sale of medicines

In the case of the online sale of non-prescription drugs, this internship has been allowed in Spain for just over a year and, as the expert states, it still represents a minimal percentage of sales. "Another issue is the sale of medicines illegally and the illegal medicines themselves, an area that, according to some reports, generates more money than drug trafficking," he clarifies.

The advertising of non-prescription drugs is allowed in most countries, although it is governed by specific legislation and is not treated like any other product, due to its peculiarity. "In spite of this, the industry uses it to exert pressure on consumers by using the mass media." In fact, he adds, "the advertising of prescription drugs on television is 69% of the total investment in this activity".

As a result, some detractors of this marketing subject have linked both factors: advertising of prescription and over-the-counter drugs in the mass media and increased consumption of these products in the general population and, in particular, among the most disadvantaged. However, what can be concluded, in the opinion of the new Doctor of Pharmacy of the University of Navarra, "is that an adequate management of the direct advertising of prescription drugs, based on a solid ethical foundation, is essential to guarantee public health and the individual benefit of each patient who consumes these products".