WELLINGTON - Advertisements for the drug Xenical reflect real-life issues faced by obese people and are raising awareness of obesity-related problems, says supplier Roche.
Marketing manager Glenda Macdonald was responding to reports that the Consumers Institute and Medical Association want tougher television and newspaper advertising standards for prescription medicines.
The institute singledout advertisements about obesity, baldness and sexual performance for playing on people's emotions.
Health Minister Annette King said she was looking at options, including toughening standards and a ban.
But Ms Macdonald said advertisements for the weight-loss drug Xenical explained real-life issues, showing obese people unable to swim, have a bath or watch their children play sport.
She said the advertisements were based on research of 4000 people and what stigmas they believed obesity created.
"We've dealt with the real issues using real people and they are not there to over-dramatise," she said.
The advertisements were run past three independent advisory groups before being screened.
Ms Macdonald said 54 per cent of New Zealanders were obese and it was a huge killer.
She said the advertisements had raised awareness, with 14,000 people now registered on Roche's weight management programme.
"They've encouraged people to do something - whether that means getting Xenical, just going jogging or seeing a doctor."
Ms Macdonald said the advertisements did have enough information about the drug and doctors were still the final gatekeepers.
Medical Association chairwoman Pippa MacKay said some advertisements were beginning to interfere with the doctor-patient relationship.
She would not single out any product, but said the association had concerns about emotive, manipulative advertising that did not provide all the information.
Doctors were also worried about the use of product launches with freebies.
Dr MacKay said if drug companies did not comply with the voluntary code then more regulation of advertisements was needed.
