Direct-to-consumer advertising (DTCA) has grown into a $4 billion industry in the United States within a decade. 直接面向消费者的广告 （ dtca ）已逐步成长为一个40亿美元的产业，在美国一个十年。 Since 1997, it has reached an annual growth rate of 20 percent and, though marred with controversies, is still very much thriving.自1997年以来，它已达到年均增长速度20 ％ ，虽然marred与争议，仍是十分兴旺。

DTCA refers to the promotion of prescription drugs via mainstream media. dtca是指以促进处方药经主流媒体。 Though prescription drugs by definition can only be obtained through a doctor’s order or medical prescription, a rule amendment has allowed pharmaceutical companies to advertise these medications directly to the public.虽然处方药的定义，只能通过医生的命令或医生处方，规则的修订已允许制药公司刊登广告，这些药物直接向市民负责。

There are three basic kinds of DTC advertisements, the most common of which is the product-claim ad. 有三种基本种 DTC的广告，最常见的就是产品索赔的广告。 This type features the name of the drug and the condition it is meant to treat.这种类型的特点药名和条件，它是指治疗。 The Food and Drug Authority requires that it should also present a balanced information on the drug’s benefits and risks and provide an avenue for getting further information such as a toll-free number.美国食品和药物管理局规定，也应该提出一个平衡的信息对毒品的好处和风险提供了一个途径获得进一步的资料，例如作为一个免费电话号码。

A reminder ad on the other hand only mentions the name of the drug and other minimal information such as dosage or cost. 提醒广告，另一方面只提及的名称，药物和其他最低限度的资料，如剂量或成本。 It doesn’t provide an explanation on the medication’s use, effectiveness, and benefits.它没有提供一个解释，对药物的使用，实效性，和效益。 Reminder ads are also not required to present the drug’s risks.提醒广告，也没有要求，目前药物的风险。

The third type is the help-seeking ad. 第三类是求助广告。 This kind of advertisement is intended to raise more awareness about a certain medical condition and to let the public know that there are available treatments for it.这种广告是为了筹集更多的认识有一定的医疗条件和让公众知道有可用的治疗方法。 The ad doesn’t mention a specific medication nor is it obligated to present risk information.广告中没有提到具体的药物，也不是它的责任，目前存在的风险信息。

So far , there are only two developed countries which allow direct-to-consumer advertising: the US and New Zealand. 直至目前为止 ，只有两个发达国家允许直接面向消费者的广告：美国和新西兰。 The European Commission once proposed to allow DTC ads for medication treatments of AIDS, asthma, and diabetes but it was rejected by both the European Parliament and the European Council.欧洲委员会曾建议让DTC的广告药物治疗艾滋病，哮喘，糖尿病，但被否决，无论是欧洲议会和欧洲理事会。 Public health groups in Europe are still skeptical that drug companies can provide unbiased information on medical issues.公众健康集团在欧洲仍持怀疑态度制药公司可以提供无偏见的信息对医疗问题。

Proponents of DTC advertising contend that drug ads are helpful means to educate the public of potential medical conditions and encourage them to talk to their doctors. 倡议者， DTC的广告争辩说，药物广告是有帮助的手段来教育市民，潜在的医疗条件，并鼓励他们谈他们的医生。 This could lead to earlier detection of diseases and possible avoidance of costly and more complicated treatments.这可能导致早期发现各种疾病并尽可能避免昂贵的和更复杂的治疗方法。 DTC ads are also said to help remove the taboo of diseases which are rarely discussed in the open. DTC的广告，据说也有助于消除禁忌的疾病，是很少讨论的公开化。

Meanwhile DTCA critics say that these ads are a big factor in encouraging people to resort to medications even when their conditions do not warrant the use of drugs. 同时 dtca批评说，这些广告是一个很大的因素，在鼓励人们求助于药物，甚至当他们的条件，不保证使用药物。 They further point out that drug ads often highlight the benefits while understating the risks.他们进一步指出，药物广告往往突出的好处，而低估了风险。 DTC advertising is also accused of promoting casual and unnecessary intake of medications. DTC的广告亦是被告促进休闲和不必要的摄入量的药物。

In the US , the Food and Drug Administration oversees the advertising of prescription drugs. 在美国 ，美国食品和药物管理局负责监督广告的处方药。 For those that violate FDA regulations, the agency issues untitled and warning letters which ask for the withdrawal of the ads.对于那些违反FDA法规，该机构的问题标题和封警告信，其中要求撤回该广告。 Untitled letters are usually sent to companies that commit first time offenses or less serious violations while warnings are given to recurring violators.无名的信件通常是发送到公司承诺第一次犯罪或更少的严重侵犯，同时警告，由于经常违规。 The latter also request for corrective advertisements to counter or balance the misleading ads which were earlier released.后者还要求纠正广告，柜台或平衡具误导性的广告，其中以前发布的。

Author: Kristien Wilkinson作者：克理斯丁威尔金森

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