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The Portrayal of the Elderly in Drug Advertisements: A Factor in Inappropriate Prescribing?

Published online by Cambridge University Press:  29 November 2010

Joel Lexchin
Joel Lexchin
Affiliation:
Toronto Western Hospital
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Abstract

Inappropriate prescribing to the elderly is a serious problem and is one factor contributing to adverse drug reactions in this group. It is well-known that reliance on promotional literature for prescribing information leads to less appropriate prescribing. This study surveyed ads in two major Canadian medical journals which portrayed people who appeared to be over 65 years of age. The elderly were shown in just over 7 per cent of the ads. These ads did not appear to take into account the special drug needs of the elderly. Ads featuring the elderly could lead to inappropriate prescribing because of their pictorial content, their written content or a combination of both. Further research into this area is needed, specifically directed at factors which influence prescribing to the elderly. In the meantime physicians dealing with the elderly should critically analyse the message in drug advertisements and be aware of the risks of using them for therapeutic information.

Résumé

Le problème concernant les ordonnances contre-indiquées continue de prendre de l'ampleur et devient un des facteurs contribuant aux réactions néfastes que subissent les personnes âgées. De toute évidence, le médecin qui s'appuie sur les documents promotionnels pour rédiger une ordonnance sera porté à commettre plus d'erreurs. La présente étude se concentre sur deux revues médicales canadiennes importantes et elle examine les réclames publicitaires qui s'adressent aux personnes semblant avoir dépassé les 65 ans. Les gens âgés étaient représentés dans seulement 7 pour cent des annonces. Celles-ci ne semblaient pas tenir compte des besoins particuliers aux personnes âgées en ce qui a trait aux médicaments. Les textes et les illustrations contenus à l'intérieur de ces annonces pourraient être une des causes à l'origine des ordonnances contre-indiquées. Des études de recherche plus approfondies devraient être mises au point dans le but d'examiner plus attentivementles facteurs qui influencent le médecin lorsqu'il décide de rédiger une ordonnance pour un patient âgé. Entretemps, par égard à ce segment de leur pratique, les médecins devraient analyser prudemment les messages publicitaires et demeurer conscients des risques encourus lorsqu'ils s'en servent à titre d'information thérapeutique.

Keywords

Drug AdvertisementsInappropriate PrescribingAdverse Drug ReactionsPhysicians
Type
Articles
Information
Canadian Journal on Aging / La Revue canadienne du vieillissement , Volume 9 , Issue 3 , Autumn/automne 1990 , pp. 296 - 303
Copyright
Copyright © Canadian Association on Gerontology 1990

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