Availability of authentic drug information to consumers in India is non existing in the absence of any specific guidelines or rules. That calls for a total overhauling of current practice of providing information by pharma companies, a study jointly conducted by Centre for Trade and Development and WHO said.

"Pharma companies should make clear distinctions between advertisements and other sources of information provided. There is a need for clear guidelines governing the provision of information by companies. Stricter enforcement of norms and guidelines is required," said the study.

Conducted by K M Gopakumar and Yamini Srivatava, the study said, the availability of consumer drug information in India is very low, in terms of quantity and what is available is also not comprehensive and brief. There is limited information on traditional medicines, medical technologies and equipment and on diagnostics.

"There is no level of consistency with respect to the information supplied. For instance there are differences over even the dosage requirements prescribed for drugs, as per the different sources of information," they said, noting that most technical information with respect to drugs was directed to medical professionals and not to consumers.

"Information directed to consumers is usually in the forms of labels and package inserts. This provides basic information to consumers for that particular drug. Issues of concern are instances when label requirements may not be observed or misleading advertisements are made by pharmaceutical companies. Larger issues are the marketing methods pursued by these companies and the nexus with medical professionals, with the aim of promoting sales of drugs manufactured by them," the study found.

For bigger packs of medicines, leaflets and printed materials should be given. This should be made compulsory for drug companies, and should be reviewed. Also the print on medicine labels should be of a large size, it suggested.

For the review of all information and materials provided by pharmaceutical companies, there should be a team of pharmacologists, clinical professionals and consumers. It has been suggested that drug companies be compulsorily made to use a part of their profits for the development of consumer drug information.

Information should be given on prices of drugs and comparisons between the prices of various branded and generic versions of the drug, more readily available to consumers. Information should be disseminated on drugs to consumers in a simple, easy to understand manner and also in local languages.

"What is desired is developing a single, comprehensive source of information which can be readily accessed by consumers. This could be a source provided by the government for authentic information. Comprehensive regulations and guidelines should be in place, ensuring their implementation for all possible sources of consumer information and the actors providing this information. This involves developing guidelines for providing consumer drug information that acts as a common standard for all those who are involved in dispensing such information. This also involves the examination of current law and policy in greater detail," it said.

The study also recommended setting up of Standard Treatment Guidelines in the lines of Physician Drug Review in the USA. It also called for an authority to assess information being provided to consumers by the pharma companies.

At a broader level, the marketing strategies pursued by pharmaceutical companies and their networking with medical professionals should be monitored and controlled. Doctors and other medical professionals are required to be surveyed for their views on the promotional activities being pursued by pharmaceutical companies; and how this impacts them. The issue of monitoring of drug advertisements also needs to be examined and for certain diseases and medical conditions advertisements should be prohibited.