Should drug companies directly market their wares to minors?
I think not. Drugs have serious side effects. Accutane, a commonly prescribed but powerful acne drug, has side effects including depression and birth defects, and has been linked to youth suicides. The company marketing Accutane has been the subject of FDA warning letters for misleading advertising that minimized side effects. Marketing to kids exacerbates the problem that already exists with deceptive advertising that fails to accurately report on risks as well as benefits, by targeting vulnerable children who have even less capacity to seek out or evaluate such information. Further, it raises serious questions of privacy as information is collected from children and used to target marketing campaigns. • Marketing aimed at teens can be devastatingly effective. Children are vulnerable to marketing that targets their feelings about body image and social position. The latest trends in marketing drugs – and not just to teens – are ads and affinity groups on social networking sites like Fa
