Advertising of pharmaceutical products in mass media is not allowed under the drug rules of most countries as they are not like any other consumer products. Such restriction in advertising drugs is extremely significant in the case of prescription drugs as the general public can get misled and may go for self medication. Prescription drugs have to be taken by patients under strict medical supervision to observe their side effects and to avoid overdosing. But, the pharma companies have, of late, started going for advertising ethical products in major national dailies and television channels in violation of the drug rules. Such ad campaigns can definitely prompt the people to go for those products without medical consultations. Cipla and Mankind have been advertising their contraceptive pills for women for several months in print and visual media. Kunnath Pharmaceuticals has been advertising its Musli Power Xtra for treating infertility. The most recent case is that of HPV vaccine by GSK, the British drug multinational. The company has been advertising the need for taking HPV vaccine by young girls and women without naming its vaccine, Cerverix in all major national dailies and channels. It is shocking that MNCs and large Indian companies have resorted to such unethical practices despite India having a somewhat comprehensive  Drugs & Cosmetics Act and Drugs & Magic Remedies Act which disallow advertising of prescription drugs.
 
Drug Controller General of India took objection in the case of GSK's ad campaign and issued a show cause notice to the company last week according to a leading newspaper. GSK knows very well that such an ad campaign is not allowed for prescription drugs and it has carefully avoided the name of its vaccine in the ad copy. This is nothing but a circumvention of the law. The ad, however, claimed HPV vaccine can prevent cervical cancer with scary statistics of deaths due to this disease. The company in a clarification later said that it is a public awareness campaign. Two leading MNCs namely Merck and GSK had launched their cervical cancer vaccine in the Indian market to take advantage of its perceived huge market potential. Merck launched the vaccine in October last year and GSK in March this year. To push up sales of new drugs, the pharma companies should not resort to such unethical practices just because regulatory authorities are usually very slow to act. The issue here is the enforcement of the existing rules regarding advertising of prescription drugs. It is fine that DCGI has taken up the issue in the case of GSK without delay. To expect DCGI office to monitor release of such ads in local languages and TV channels in different parts of the country is not fair considering its present staff and infrastructure. And most state drug authorities expect DCGI to act first. The office of DCGI has to therefore direct the state drug authorities to keep a strict watch on such violations through media and take action without delay. The need to check ad campaign on prescription drugs is critical for another important reason. The approval of a drug for marketing by the regulatory authorities in any country is not an absolute guarantee for its safety and efficacy.