Prescription drug manufacturers are projected to spend $2 billion on direct-to-consumer (DTC) advertising in 2000, appealing to consumers to influence physician prescribing. In this Issue Paper, Lisa A. Foley and David J. Gross report the results of an AARP Public Policy Institute study of consumer perceptions, and the impact of direct-to-consumer (DTC) printed advertising as a source of consumer information about prescription medications. What are the implications for public policy?
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