Calls to end advertising of prescription medicines

Doctors are calling for a ban on direct to consumer advertising for prescription medicines, a move they say would reduce over-diagnosis, over-treatment and treatment related harm. New Zealand and the United States are the only two developed countries that allow unrestricted advertising of branded prescription medication. A new Therapeutic Products Bill is being introduced to replace the country's outdated Medicines Act, and is being viewed as the perfect opportunity to regulate the industry. Kathryn speaks to the Chief Executive of Medicines NZ, Dr Graeme Jarvis and Associate Professor of psychological medicine at Auckland University David Menkes.