Addressing the health system impacts of domestic and international direct-to-consumer advertising in Canada

This capstone provides policy alternatives for Canadian governments in dealing with the direct-to-consumer advertising (i.e. promotion to the public; DTCA) for prescription drugs. Direct-to-consumer advertising is contentious because of its negative impacts on public health and the health care system. In Canada, the federal government maintains the regulatory framework for DTCA and has faced challenges in recent years. Provincial governments do not currently engage in DTCA policy. In this project, I provide a paradigm shift to the Canadian approach to DTCA by analysing non-regulatory options to DTCA. I offer readers options that will complement the existing regulatory system and address some gaps in policy. Through this project, I hope to instigate a more fulsome public debate on DTCA and on Canada's future approach to this important policy issue.