Implicit persuasion in pharmaceutical marketing: ethical implications for regulators and consumers

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The rapid ageing of Australia's population has seen increasing consumption of pharmaceuticals and high rates of hospitalisation to treat adverse effects. Pharmaceutical advertising promotes medication use, yet increasing evidence suggests commercials can alter attitudes outside of awareness. Determining the extent and ethical acceptability of subconscious persuasion in drug marketing will lead to more appropriate regulation of advertising content and enhance the autonomy of consumer medication choice. The study outcomes will address Australia's priority research goals Ageing Well, Ageing Productively and Preventative Healthcare, and further this country's international reputation in Applied Ethics.