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Direct-to-consumer Advertising in the Digital Age: The Impact of the Internet and Social Media in the Promotion of Prescription Drugs in Canada

While a significant amount of research has been produced in Canada on direct-to-consumer advertising (DTCA) of prescription drugs in general, very little work has been undertaken specifically with regard to the role of social media and emerging Internet technologies. While Health Canada has reaffirmed that existing DTCA regulations apply to new Internet and social media technologies, there are several unique features of these technologies that make the application of existing regulations an uncertain process. Further, given the difficulties Health Canada has faced in directly regulating DTCA in traditional media, there is significant skepticism around whether government regulators have the resources or political will to effectively monitor new digital media. Consequently, independent third party oversight and industry self-regulation may play an important role in regulating digital channels. Finally, regulators should not simply be limited to regulating online DTCA; social media is equally available to government for use in health promotion.

Identiferoai:union.ndltd.org:LACETR/oai:collectionscanada.gc.ca:OTU.1807/33218
Date20 November 2012
CreatorsGibson, Shannon
ContributorsFlood, Colleen M.
Source SetsLibrary and Archives Canada ETDs Repository / Centre d'archives des thèses électroniques de Bibliothèque et Archives Canada
Languageen_ca
Detected LanguageEnglish
TypeThesis

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