Based upon a national random sample of primary care physicians, this study updates earlier investigations of direct‐to‐consumer (DTC) advertising of prescription pharmaceutical drugs, in light of the explosive growth of such advertising since the late 1990s. The attitudes of the majority of...

Direct‐to‐consumer (DTC) advertising of prescription drugs is no longer the novel experiment it was during the late 1980s. Liberalization of the Food and Drug Administration regulations in the USA, combined with a substantial body of evidence that DTC advertising is a stimulus to consumer...