WAGING WAR ON LEGAL DRUGS

Too Many Drugs Might Be Hazardous To Your Health -- Even When They're
Prescription Drugs.

The overselling of such prescriptions has been the focus of several
recent news reports. For example, the state of West Virginia has sued
Purdue Pharma, the maker of OxyContin, a time-released pain medicine
that produces a heroin-like high when abused.

OxyContin is believed to be responsible for dozens of deaths in remote
communities, including southwest Virginia, and West Virginia alleges
that the company pressured and enticed doctors to over-prescribe the
product. Meanwhile, some doctors are urging the American Medical
Association to push for a federal ban on prescription drug advertising
on television and in newspapers and magazines.

Advocates say consumers are being misinformed about the potential of
various drugs and that physicians are being pushed to prescribe
medicines that are not necessary. Tempting as it might be to tightly
police the pharmaceutical industry, the better answer is a combination
of individual responsibility and consumer protection against unfair
practices. Current restrictions on drug advertising strive for a balance
between consumer protection, consumer information, and the market
interests of drug companies.

That's as it should be. For several years, drug companies that advertise
on television have been required by the Food and Drug Administration to
talk with equal prominence about the side-effects and the benefits of
various products.

They also must provide at least a reference to sources of additional
information. While this may not keep Patient A from deciding that Drug B
is right for him, when it is not, it does tell consumers that no drug is
a panacea.

And while patients may insist on trying a certain drug, nothing stops a
physician who disagrees from saying, ``no.'' Television may increase the
number of patients doing self-diagnosis, but patients who think they
ought to take the same medicine as Aunt Lucille or Cousin Henry is
nothing new. OxyContin is a more difficult dilemma.

While it is easy to say that companies that provide adequate warning
ought not to be responsible for the misuse of their product, the
government can hardly ignore an epidemic of abuse, or deaths.

And then, there's the issue of whether Purdue Pharma exceeded the bounds
of safety and integrity in pushing its product. If it did, as West
Virginia alleges, then the company ought to pay mightily. Meanwhile,
high-level discussions are under way with the FDA and others to figure
out how to end abuse.

More extensive labeling, curtailing OxyContin prescriptions, and
tracking the use of prescriptions are methods that are being explored.
If none of that works, intense public pressure could persuade Purdue
Pharma that the profit is not worth the terrible publicity.

Then the company might do what some other pharmaceutical companies have
been forced to do: yank the product from the pharmacist's medicine
cabinet.