Susceptibility to medicine advertising is associated with poorer health behaviours

Abstract

Background: Direct to consumer advertising of prescription medicines (DTCA), a health communication strategy that is legal only in New Zealand and the United States, has changed healthcare-seeking behaviours by encouraging patients to search for or request advertised medicines. DTCA raises debates regarding patient autonomy and individuals’ ability to make informed decisions. Past research suggests insufficient educational information in DTCA as well as the inability of individuals to make safe choices. DTCA may stimulate taking medicines rather than making behavioural changes and might target at-risk individuals. We thus sought to explore the links between being influenced by DTCA and other health-related behaviours. Methods: Data was collected through an online survey of a nationally representative sample of 2057 adults in New Zealand. Logistic regression was used to explore the associations between behavioural outcomes triggered by DTCA (asking a doctor for a prescription and/or for more information, searching the Internet, and asking a pharmacist for more information) and physical activity, diet, and illegal drug use. Findings: The outcomes revealed that at-risk individuals, characterised by more unhealthy behaviours and fewer healthy behaviours, were more likely than individuals with healthy behaviours to be influenced by DTCA. Discussion: This study is the first to identify the links between individuals’ healthy/unhealthy behaviours and their responses to DTCA. We recommend that DTCA should encourage lifestyle changes as potential substitutes for the advertised medicines, where applicable, to help high-risk subjects make informed decisions.