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In BriefThe CMA Board of Directors has responded to growing physician concern about prescription-drug advertising aimed at patients by issuing a position paper that calls for strict rules governing such ads. It also called for development of a code of behaviour to regulate the advertisements. The paper says this advertising must be evidence based and generic, and must not be related to specific brand names. There is particular concern that the ads often advise patients to seek more information from physicians, which will lead to increased utilization of the health care system. Capped global budgets mean the cost of providing the additional service must be borne by doctors.