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The American Medical Association is seeking a measure requiring a waiting period before new prescription drugs or implantable devices are advertised. Last year, the drug industry adopted guidelines to delay consumer ad campaigns until after a drug company had educated doctors about its new drugs or devices. However, those guidelines are voluntary. At its annual meeting, the AMA adopted a proposal that the FDA and drug manufacturers devise waiting periods for each new drug or device before consumer ads are allowed. This a compromise from the AMA’s previous consideration of proposing a total ban on direct-to-consumer advertising. See

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