As an entire chapter in my next book is devoted to drug and health care advertising, I was interested to read that finally something might be done about the insidious prescription drug product placement that goes on in many TV programs. Think Sopranos/Prozac or Desperate Housewives/Viagra for just a couple of examples. A recent article in the medical press notes that the number of casual references to name-brand pharmaceuticals is higher than ever before. Medical shows in particular lend themselves to this form of non-advertising, and they are among the most popular prime-time programs. Shows like "House," "Scrubs," and "Grey's Anatomy" routinely feature sexy doctors and nurses dropping references to brand-name drugs. Studies reveal that the authority granted to these characters leaves viewers less likely to notice or question their implied endorsements of the products. So, by their implied authority, a TV doctor recommending Vicodin is not as obnoxious as the same actor appearing in a commercial stressing that you can't be socially acceptable without the latest under-arm deodorant.
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No... Not that Doctor!
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