Online drug advertising set to increase

New figures from Direct Marketing News show that US drug companies' Internet advertising expenditure is set to reach nearly $173 million by 2012, up from an expected $93.6 million this year.

For anyone concerned about the impact of drug marketing this is a worrying trend. Not only is Internet advertising notoriously difficult to regulate, but the fact that the Internet knows no borders means that drug marketing that is permitted on US sites can also be viewed in countries where direct to consumer advertising of prescription drugs is banned.

Although sites can carry a message saying that the information is only intended for US citizens this is unenforceable and probably only increases viewers' curiosity.