Writing in the Los Angeles Times Opinion section, Karin Klein argues that American children are over-medicated with stimulants thanks to widepread direct marketing of drugs to their parents.

Direct-to-parent marketing of ADHD drugs — most of which are stimulants — has grown pervasive over the last few years, despite a United Nations treaty banning most of it. Use of such medications increased by more than 60% from 2001 to 2005, according to the International Narcotics Control Board.

This month’s homemaker-targeted magazines, such as Family Circle, Woman’s Day and Redbook, feature advertising spreads for Vyvanse, Shire US Inc.’s new entry in the growing stable of ADHD medications. The ads show “Consistent Kevin through the day, even through homework,” picturing a well-groomed boy smiling as he wields his pencil through a work sheet, and “Consistent Sarah,” who even at 6 p.m. contentedly pecks away at the piano keys.

Klein argues that the FDA should bring the U.S. into compliance with the UN ban on direct-to-consumer advertising.

Powerful psychotropic medications should be an option of last resort and uninfluenced deliberation, not another brand-name product to add to the back-to-school shopping list.

This entry was posted on Tuesday, August 21st, 2007 at 12:29 pm and is filed under ADHD, international, law, medicine. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.