Under a change to the Therapeutic Goods Advertising Code health professionals will no longer be allowed to endorse therapeutic products in advertisements direct to consumers.
"In August 2005, on the recommendation of the Interim Advertising Council, which had been establish to develop a trans Tasman advertising scheme, amendments were made to the Code to allow health professionals to endorse non-prescription medicines and medical devices direct to consumers," the Assistant Minister for Health and Ageing, Christopher Pyne, said in an announcement.
"However, I, along with many health and consumer organisations, including the AMA, believe that it is entirely inappropriate for health care professionals to be lending their support to health products. This could lead to consumers thinking these products are superior to similar medicines on the market.
"I asked the Therapeutic Goods Advertising Code Council to look at this issue. Today it has recommended to me that this practice be banned.
AMA President, Dr Mukesh Haikerwal, welcomed the decision, "We are pleased that the Government and the Council have acted so promptly on this matter," Dr Haikerwal said.
"This type of health endorsement by doctors is not in keeping with the spirit and intent of the doctor-patient relationship."
Reference
'Therapeutics products endorsements by doctors to be banned' Department of Health and Ageing press release, 7th February 2007
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AMA backs ban on therapeutic product endorsements by health professionals, AMA press release, 7th February 2007