Drug industry proposes ad limits

NEW YORK, July 22 (UPI) -- The pharmaceutical industry, in a move toward self-policing, has proposed limits on drug advertising.

Preliminary guidelines would endorse a period of informing doctors about new drugs before running ads for them.

However, the proposal stops short of setting a time span between a drug's release and the beginning of ads, as urged by industry critics, the New York Times said Friday.

"There's a clear recognition by our companies that there should be an appropriate period of time to educate physicians before any new ad campaign begins." Ken Johnson, a senior vice president for the Pharmaceutical Research and Manufacturers of America, said.

The guidelines, adopted unanimously by the group's board, also call for TV ads appropriate for the audience and age, ads that promote disease awareness, and ads that notify patients about low-cost drugs for the uninsured.