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Placebogenic Potential is no Reason to Favour Pharmaceutical Advertising

Journal of Business Ethics volume 123, pages 145–155 (2014)Cite this article

Abstract

Advertisements for pharmaceuticals may promote placebo responses by generating an expectation of therapeutic success. Some cite this as reason to favour Direct to Consumer Advertising of Prescription Pharmaceuticals (DTCA). Against this, I show placebo responses to emanate from beliefs rendered unjustified by the influence of a conditioning process. I argue that drug safety and efficacy are material properties and that unjustified beliefs in these domains entail costs to autonomy that outweigh any prudential gains attending a placebo response. I conclude that its placebogenic potential ought not to count as reason to favour DTCA.

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Authors and Affiliations

  1. Centre for Human Bioethics, School of Philosophical, Historical and International Studies, Monash University, Building 11, Clayton, VIC, 3800, Australia

    Paul Biegler

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  1. Paul Biegler
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Correspondence to Paul Biegler.

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Biegler, P. Placebogenic Potential is no Reason to Favour Pharmaceutical Advertising. J Bus Ethics 123, 145–155 (2014). https://doi.org/10.1007/s10551-013-1805-0

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  • DOI: https://doi.org/10.1007/s10551-013-1805-0

Keywords

  • Pharmaceutical
  • Advertising
  • Placebo
  • Ethics
  • Autonomy