The American Medical Association announced Tuesday it has adopted a policy calling for a ban on direct-to-consumer advertising of prescription drugs and medical devices, saying such a move could help make medicine more affordable.

AMA noted that U.S. and New Zealand are the only two countries that allow prescription drug companies to advertise their products directly to consumers. The association cited one study that found drug makers have increased their advertising spending by 30 percent in the last two years.

Physicians are concerned that ads are driving demand for expensive treatments despite the clinical effectiveness of less costly alternatives, AMA said in a statement.

"Today's vote (by AMA's House of Delegates) in support of an advertising ban reflects concerns among physicians about the negative impact of commercially-driven promotions, and the role that marketing costs play in fueling escalating drug prices," AMA Board Chair-elect Patrice Harris said. "Direct-to-consumer advertising also inflates demand for new and more expensive drugs, even when these drugs may not be appropriate."

The policy also calls for the creation of a physician task force and the launch of an advocacy campaign to promote prescription drug affordability by demanding choice and competition in the pharmaceutical industry, and greater transparency in prescription drug prices and costs.

Neither Pharmaceutical Research and Manufacturers of America nor the Advanced Medical Technology Association issued any immediate reactions the AMA's call for an ad ban. http://bit.ly/1SYoOCF

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