Advertising Medication, Media, and the Influence of Self-Diagnosis of Psychiatric Illness: Better Living Through Chemistry? Could advertising for psychiatric medication increase the likelihood of self-diagnosis? How might this impact the labeling of mental illness as deviant?
Background:
“In late 1997, the U.S. Food and Drug Administration (FDA) issued new guidelines that allowed pharmaceutical companies to air prescription drug ads on television. These guidelines have expanded the pharmaceutical industry’s role as one of the major “engines” of medicalization. One arena in which there has been a dramatic increase in direct-to-consumer advertising (DTCA) of pharmaceuticals is the marketing of psychotherapeutic drugs, especially for depression. Because medicalization is thought to reduce blame and stigma attached to deviant conditions such as mental illness, the rise of DTCA for depression drugs may alter public conceptions of mental illness in general and of depression specifically.” (Payton and Thoits, linked article.)
Direct-to-consumer advertising of psychotropic medications has created controversy. The concern rests on self-diagnosis, increased frequency of prescriptions and consumer and physician behavior. In the article by Donohue and Berndt, researchers look at the impact of marketing on the choice of antidepressant drugs. In the Rubin excerpt, the author focuses specifally on media messages about psychotropic drugs and provides some research data on the influence of television. Neuroleptics (antipsychotic medications used to treat the positive symptoms associated with schizophrenia) are marketed directly to consumers as an “add-on” medication for antidepressant users. Abilify is an example. They are a dopamine antagonist and can have severe permanent side effects, including akinesia, tardive dyskinesia, and Parkinson’s disease.
Yes, advertising for psychiatric medication can increase the likelihood of self-diagnosis. This is because these ads often focus on the symptoms of mental illness, but not the causes or treatment options. This can lead people to believe that they have a mental illness when they may not, or that a medication is the only solution to their problems.
One study found that people who were exposed to direct-to-consumer advertising for antidepressants were more likely to self-diagnose themselves with depression. Another study found that people who watched television ads for antidepressants were more likely to believe that they had depression, even if they did not meet the diagnostic criteria for the disorder.
How might this impact the labeling of mental illness as deviant?
Self-diagnosis can lead to the labeling of mental illness as deviant. This is because when people self-diagnose, they are more likely to focus on the negative symptoms of mental illness, and to see themselves as different from other people. This can lead to feelings of stigma and isolation.
In addition, self-diagnosis can lead to people seeking treatment for mental illness that they do not actually have. This can put them at risk for side effects from psychiatric medications, and it can also divert resources away from people who truly need help.
What can be done to address these concerns?
There are a few things that can be done to address the concerns about direct-to-consumer advertising of psychiatric medication and self-diagnosis:
It is important to remember that mental illness is a complex issue. There is no one-size-fits-all solution, and medication is not always the best answer. It is important to seek professional help if you are concerned about your mental health.