Imitation is the sincerest form of flattery; that is, unless the imitation is of a product produced by a multi billion-dollar industry. Then, imitation has the potential to involve intellectual property litigation. For the pharmaceutical industry, the majority of intellectual property litigation...

Cities in crisis -- The life of a pill -- An age-old problem -- Of mice and cats -- Unaware, unable or unwilling? -- Crime and punishment -- Trust and mistrust -- The disconnected citizens -- The technological fix? -- The ivory trade

This paper examines the optimal content regulation of DTCA by comparing two forms of DTCA-product-specific and category-specific-and identifies a key tradeoff which underlies this policy debate. Our analysis suggests that the optimal form of DTCA depends crucially on the cost effectiveness of...