Consumer psychology and the ethics of pharmaceutical advertising: multidisciplinary symposium moderated by Dr Norman Swan

Multidisciplinary symposium ● 9.00am–5.00pm Thursday July 18, 2013 ● Monash Conference Centre Level 7, 30 Collins Street, Melbourne

Only the US and New Zealand allow direct to consumer advertising of prescription pharmaceuticals (DTCA). Supporters argue DTCA is an extension of free speech and creates awareness of medical treatments. Opponents say DTCA misleads and frustrates effective medicine choices. Yet debate has overlooked new research on how advertising persuades, often outside of awareness. Key questions addressed at the symposium:

 How do advances in consumer psychology inform the ethics of DTCA?

 What are the implications for public policy on DTCA in the US and New Zealand?

 What are the implications for Australia’s ban on DTCA and for permissible medical and pharmaceutical

     advertising in this country?


0900-0915     Registration

0915-1000     Evaluative conditioning and the ethics of pharmaceutical advertising

                       Paul Biegler

1000-1030     Does scepticism about rational agency undermine the arguments against the use of

                       implicit persuasion in DTCA?

                       Jeanette Kennett

1030-1045     Morning Tea

1045-1115     Libertarianism and Direct to Consumer Advertising of Prescription Drugs

                       Julian Savulescu

1115-1145     The role of evaluative conditioning in the relationship between doctors and the pharmaceutical


                        Jon Jureidini

1145-1215     The case for DTCA – Improving patient autonomy and engagement

                        Doug Gimesy

1215-1300     Lunch

1300-1330     Preserving ethical physician prescribing behaviour when pharmaceutical advertising uses

                          implicit persuasion: Some issues and policy suggestions

                        Justin Oakley

 1330-1500     Panel Discussion

                        Geoff McColl, Ken Harvey, Fiona Jolly, John Dowden, Liz Marles, Kate Browne

1500-1515     Closing comments

                        Paul Biegler

1515-1530     Afternoon Tea