From: Jim Early [jearly@smithsdrugsfc.com]
Sent: Wednesday, September 28, 2005 5:32 PM
To: Dockets, FDA
Subject: Direct to consumer advertising of prescription drugs

To whom it my concern:
I am writing to urge the FDA to act now to not only discourage DTC advertising of ethical prescription products, but to eliminate it all together. I began practicing pharmacy in 1972, so of course,  I have been witness to many changes in the utilization of prescription drugs and in the way those drugs are marketed. I was appalled when I began to see print and television ads for prescription drugs some 30 years ago but the proliferation over the last few years is just disturbing. Not only does the advertising add to the cost of drugs (What is the cost of a 30 second spot on a Super Bowl telecast?) but drugs are now being marketed like cars, colas, and sexy lingerie. Consumers are being seduced into thinking they must have that new drug and they actually go to a doctor and demand that he/she prescribe this new drug to them. The advertising even provides a primer for the symptoms the patient's should have.  Don't doubt this, I've actually seen it happen. 
As a society, there is a pervasive attitude in this country that there is a "pill for everything" and if pharmaceutical companies are allowed to continue this advertising DTC they are going to create a whole generation that will think that the answer for every problem is to find the right drug and everything will be fine. This might be overstating somewhat, but think about the last time you walked through a store with your child and they begged for something they had seen on TV. Not that far-fetched, is it?
Jim Earley, R.Ph
Clinical Manager
Smith's Drugs Vital Care
Forest City, N.C.
828-245-9215