Background: In 2000 only, pharmaceutical companies spent at least $200 million on direct-to-consumer advertising (DTCA) of psychiatric medications. Such advertising campaigns are an effective marketing technique and have influenced the popularity of serotonin-reuptake inhibitor (SRI) antidepressants. The Food and Drug Administration is responsible for monitoring the accuracy of claims in such advertisements, and can impose penalties for violating relevant federal regulations. However, lax enforcement may result from political-economy issues, and thus consumers may be exposed to inaccurate content.

Purpose: To assess the degree to which DTCA content of promotional material related to SRIs is supported by published empirical evidence.

Method: Direct-to-consumer advertisements were collected through systematic random sampling of ten popular magazines (e.g., People magazine) published from 1998 to present. Content from drug manufacturers' websites, promotional videotapes and brochures were also examined, as were television ads on-air in March/April of 2004. From these materials, the following specific statements were selected: (1) Those discussing a neurobiological etiology for mental disorder and (2) those discussing possible or known corrective actions of medications on neurobiological functions. These statements were compared with data-based published empirical studies of neurobiology and medication effects from the fields of neuroscience and experimental psychiatry.

Results: The majority included statements that overstated the empirical evidence or were scientifically unsubstantiated. At least five (5) discreet statements without empirical support have been widely promulgated in advertisements promoting the use of SRIs for a variety of mental disorders. The more popular and broadly marketed drugs utilized problematic statements more frequently in their advertising. On the Internet, over half (57%) of the websites surveyed included at least one questionable statement regarding the etiology of depression and subsequent recovery. One manufacturer offered accurate information on their website, but questionable information in other components of their DTCA campaign.

Implications: This study reveals a gap between scientifically established knowledge regarding SRIs and what is promoted to the lay public. Suggestions are offered on overcoming this potentially significant challenge to mental health professionals who endeavor to relay evidence-based information to their clients.