The USA Today says yes to DTC advertising
“However annoying, the ads have benefits. They urge people to discuss health issues with their doctors, and some patients with a stigmatized condition, such as depression or impotence, open up and get needed care.

Patients may irritate doctors by demanding the latest drug touted on TV, but it’s up to physicians to decide whether prescribing it is wise. If it’s not, saying ‘no’ is simply practicing good medicine, even if it takes more time.

Restricting truthful promotion would deprive patients of information they’re entitled to. Tough, timely enforcement against misleading ads, along with more candor from the pharmaceutical industry about drugs’ risks and limitations, are better remedies.”

Dr. Centor, of Medrants, retorts in the accompanying op-ed:

In an ideal world, the physician could take all the time necessary to explain why the drug isn’t right for that particular patient. But physicians have limited time. Discussing these requests causes two problems: Other important issues are set aside, and physicians must decide whether to have a lengthy discussion or take the course of least resistance, acceding to the insistent requests.

Direct-to-consumer ads should be banned. Doctors and patients have much to gain. Only the pharmaceutical industry has anything to lose.