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(Redirected from Dtc advertising)
'Direct-to-consumer advertising' (DTC advertising) usually refers to the marketing of pharmaceutical products but can apply in other areas as well. This form of advertising is directed toward patients, rather than healthcare professionals. Forms of DTC advertising include TV, print, and other mass media. There are ethical concerns regarding DTC advertising, specifically the extent to which the ads result in over-prescription of the products in cases when they are not medically necessary.
Consumer vulnerability to deceptive advertising is also particularly acute in the area of financial services. Individuals often have little knowledge of the workings of credit, leases, and security agreements. It is sometimes difficult to obtain information on such subjects that would be meaningful to the average consumer, so it is especially important that consumers be on guard against misleading or fraudulent advertisement. Because of the great inequality of bargaining power in this area, the government often backs up the consumer with protective laws.

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References

★ Board of Governors of the Federal Reserve System. 1981. ''What Truth in Lending Means to You''

★ Rist, Marilee C. 1989. Mass Marketers Have a Sweet Deal for You, but There Are Strings Attached. ''American School Board Journal'' (176)9, 20-24.

External links

★ Educating the Consumer about Advertising: Some Issues - from the Education Resources Information Center Clearinghouse on Reading and Communication Skills, Bloomington, Indiana.