{"id":9545,"date":"2025-10-27T15:50:12","date_gmt":"2025-10-27T15:50:12","guid":{"rendered":"https:\/\/sandbox2.foxtrotdev.com\/?p=9545"},"modified":"2025-11-05T20:45:49","modified_gmt":"2025-11-05T20:45:49","slug":"dose-of-history-a-brief-history-of-drug-advertising-and-regulation","status":"publish","type":"post","link":"https:\/\/sandbox2.foxtrotdev.com\/?p=9545","title":{"rendered":"Dose of History – A Brief History of Drug Advertising and Regulation"},"content":{"rendered":"\n

Prior to 1906, the medicine market looked very different than it does today. Prescriptions were not necessary and patients were generally able to self-medicate without consulting a doctor or pharmacist. The actual contents of medicines were not always known to the buyer as the manufacturers were not obligated to make their proprietary formulas public. As a result, the composition of many solutions on the market during this period have been lost to time. However, it was quite common for these medicines to contain opiates, alcohol, and other intoxicants. Drugs of this kind were called \u201cpatent medicines\u201d and were often distinguished from drugs compounded and sold by a trained pharmacist. Although they had existed since the 17th century, the patent medicine industry boomed in the late 1800s largely due to the growth of mass media. Patent medicine manufacturers were some of the most aggressive advertisers in newspapers and magazines and often relied on this advertising and name recognition to win over customers. Advertisements were also distributed by mail, and most medicine could be purchased via mail.<\/p>\n\n\n\n

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An ad for narcotic tablets that could be purchased by mail, from the E<\/a>dward Kremers Research Library and Archive<\/a><\/figcaption><\/figure>\n\n\n\n
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Reverse side of an ad for narcotic tablets that could be purchased by mail, from the E<\/a>dward Kremers Research Library and Archive<\/a><\/figcaption><\/figure>\n\n\n\n
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An ad for \u201cMagic Balm\u201d, probably from the 19th century from the Edward Kremers Research Library and Archive.<\/a><\/figcaption><\/figure>\n<\/div>\n\n\n\n

There was almost no legislation restricting how these advertisements were conducted, meaning that many medicines were advertised with little concern for how effective they actually were. Many advertisements feature rather outlandish claims\u2013for instance, one advertisement for \u201cDr. Hand\u2019s Remedies for Children\u201d describes its effects as \u201cmagical\u201d and claims it \u201cinstantly relieves the babe\u201d of all pain and bowel issues. As this ad suggests, mothers were a fairly common target for patent medicine advertisements, and imagery of shrieking infants turned calm by a certain remedy figure prominently.<\/p>\n\n\n\n

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An ad for \u201cDr. Hand\u2019s Remedies for Children\u201d, described above, from the Edward Kremers Research Library and Archive<\/a>.<\/figcaption><\/figure>\n\n\n\n
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Reverse side of an ad for \u201cDr. Hand\u2019s Remedies for Children\u201d, described above, from the Edward Kremers Research Library and Archive<\/a>.<\/figcaption><\/figure>\n<\/div>\n\n\n\n
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An ad for a purported \u201ccholera cure\u201d which features a child, from the Edward Kremers Research Library and Archive<\/a>.<\/figcaption><\/figure>\n\n\n\n
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Reverse side of an ad for a purported \u201ccholera cure\u201d which features a child, from the Edward Kremers Research Library and Archive<\/a>.<\/figcaption><\/figure>\n<\/div>\n\n\n\n

As the patent medicine industry grew, so did the movement against it. Most pharmacists had long scorned the patent medicine industry for its lack of professional oversight and its perceived delegitimization of the occupation of pharmacy. The late 19th century also saw the growth of the Progressive movement, which sought to redefine the role of the federal government to provide better protection for consumers. Concurrent with the development of the Progressive movement was the growth of the Temperance movement, which blamed the patent medicine industry, in particular its advertising directed towards mothers, for the creation of alcoholics and addicts from an early age. These political and cultural movements culminated in the passage of the Pure Food and Drug Act in 1906, which set up standards of quality which would be enforced by the federal government.<\/p>\n\n\n\n

The Pure Food and Drug Act also resulted in significant changes in labelling and advertisement. It required certain substances such as cocaine, heroin, and chloroform to be listed on the label if the medicine contained them. The act also prohibited drugs which misrepresented their contents to consumers and, in theory, provided consumers some protection against false claims made in advertising. Some medicine manufacturers took advantage of this act and spun it as an unofficial endorsement of purity from the federal government in their advertisements.<\/p>\n\n\n\n

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\"\"<\/a>
First page of an ad for Dr. J. O. Lambert\u2019s Syrup of Pine Tar, which claims to be \u201cguaranteed under the Pure Food and Drugs Act\u201d from the Edward Kremers Research Library and Archive<\/a>.<\/figcaption><\/figure>\n\n\n\n
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Second page of an ad for Dr. J. O. Lambert\u2019s Syrup of Pine Tar, which claims to be \u201cguaranteed under the Pure Food and Drugs Act\u201d from the Edward Kremers Research Library and Archive<\/a>.<\/figcaption><\/figure>\n<\/div>\n\n\n\n
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Third page of an ad for Dr. J. O. Lambert\u2019s Syrup of Pine Tar, which claims to be \u201cguaranteed under the Pure Food and Drugs Act\u201d from the Edward Kremers Research Library and Archive<\/a>.<\/figcaption><\/figure>\n\n\n\n
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Fourth page of an ad for Dr. J. O. Lambert\u2019s Syrup of Pine Tar, which claims to be \u201cguaranteed under the Pure Food and Drugs Act\u201d from the Edward Kremers Research Library and Archive<\/a>.<\/figcaption><\/figure>\n<\/div>\n\n\n\n

For the next thirty years or so, the country would operate under the Pure Food and Drug Act as the only piece of federal legislation regulating drug advertisement. Despite the lack of new regulation, the early 20th century remained a period of significant change for drug advertising. The political and moral backlash against patent medicines led to their gradual decline to the advantage of the pharmaceutical industry. One article published by the American Medical Association in 1919 advises against the use of patent medicines, demonstrating a conscious effort to consolidate authority of the administration of medicine to medical professionals. This drive continued into the 1930s, with the National Association of Retail Druggists publishing pamphlets criticizing self-medication and encouraging pharmacists to write more prescriptions. Of course, patent medicines did not simply cease to exist\u2013arguably, they still exist in some form in the modern day\u2013but their prominence in the medical market was steadily diminishing.<\/p>\n\n\n\n

This shift towards professionalization of the drug industry was reflected in advertising. By the 1930s, advertising for certain drugs such as antibiotics were directed exclusively to pharmacists. These ads appeared in trade magazines and medical journals that the general public was unlikely to read. However, restrictions on these advertisements were still rather lax. There were no requirements to note the potential side effects or dangers of the drugs. Moreover, there was no oversight for how the drug was advertised, meaning that a drug could be advertised for a purpose that it wasn\u2019t really well suited for. Amphetamines, for instance, were often billed as appetite suppressants and antidepressants, and advertising for them does not note the risk of psychosis. As a result, cases of amphetamine psychosis would see a significant rise in the mid-20th century until the prescription of amphetamines was regulated under the Controlled Substances Act of 1970. Many drugs which were considered less \u201cheavy-duty\u201d, such as cough syrup and aspirin, were still advertised to consumers. This type of advertising was commonly printed on the backs of matchbooks, a practice which continued well into the 1950s.<\/p>\n\n\n\n

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First page of an ad for dexedrine sulfate, a medicine containing amphetamine, marketed as an appetite suppressant, from the James Harvey Young Drug Advertising Collection<\/a>.<\/figcaption><\/figure>\n\n\n\n
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Second page of an ad for dexedrine sulfate, a medicine containing amphetamine, marketed as an appetite suppressant, from the James Harvey Young Drug Advertising Collection<\/a><\/a>.<\/figcaption><\/figure>\n\n\n\n
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Third page of an ad for dexedrine sulfate, a medicine containing amphetamine, marketed as an appetite suppressant, from the James Harvey Young Drug Advertising Collection<\/a><\/a>. The back side of this page is blank.<\/figcaption><\/figure>\n<\/div>\n\n\n\n
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First page of an ad for Wyamine Sulfate, which contains a substituted amphetamine, marketed as an antidepressant, from the James Harvey Young Drug Advertising Collection<\/a>.<\/figcaption><\/figure>\n\n\n\n
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Second page of an ad for Wyamine Sulfate, which contains a substituted amphetamine, marketed as an antidepressant, from the James Harvey Young Drug Advertising Collection<\/a>.<\/figcaption><\/figure>\n\n\n\n
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Third page of an ad for Wyamine Sulfate, which contains a substituted amphetamine, marketed as an antidepressant, from the James Harvey Young Drug Advertising Collection<\/a>.<\/figcaption><\/figure>\n<\/div>\n\n\n\n
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Fourth page of an ad for Wyamine Sulfate, which contains a substituted amphetamine, marketed as an antidepressant, from the James Harvey Young Drug Advertising Collection<\/a>.<\/figcaption><\/figure>\n<\/div>\n\n\n\n
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Fifth page of an ad for Wyamine Sulfate, which contains a substituted amphetamine, marketed as an antidepressant, from the James Harvey Young Drug Advertising Collection<\/a>.<\/figcaption><\/figure>\n\n\n\n
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Sixth page of an ad for Wyamine Sulfate, which contains a substituted amphetamine, marketed as an antidepressant, from the James Harvey Young Drug Advertising Collection<\/a>.<\/figcaption><\/figure>\n<\/div>\n\n\n
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An ad for St. Joseph\u2019s Aspirin printed on the back of a matchbook from the Edward Kremers Research Library and Archive<\/a>.<\/p>\n\n\n\n

Following a tragic incident which resulted in the deaths of over 100 people, the Food, Drug, and Cosmetic Act (or the FDCA) supplanted the Pure Food and Drug Act in 1938. This act is important in the history of drug regulation for requiring FDA approval before drugs went to market, but it would not have a significant effect on drug advertising directly. However, later amendments to this act would formalize the distinction between prescription and over-the-counter drugs in the 1950s, which further contributed to the split between advertising directed at consumers and advertising directed at professionals. As regulation tightened, it became increasingly common for pharmacies to sell non-medicinal products such as tobacco, candy, and cosmetics. This was hardly an unprecedented development\u2013soda fountains were a common fixture at pharmacies since the 19th century\u2013but a larger and larger share of drugstore real estate was being consumed by non-medical merchandise.<\/p>\n\n\n

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 A photo depicting children purchasing candy at a drugstore, from the American Institute of the History of Pharmacy : Drug Topics Photograph Collection at the University of Wisconsin Digital Collections<\/a>.<\/p>\n\n\n\n

By the 1960s, the FDA had become the main regulatory body presiding over drugs and pharmacy. Congress still played a significant role in drug regulation\u2013the Controlled Substances Act being a significant example\u2013but the regulation of advertisement was well within the FDA\u2019s domain. Consequently, from this point on it is difficult to speak of specific pieces of legislation which contributed to a rapid change in pharmaceutical regulation. Still, guidelines for drug advertising changed significantly in the 1960s and 1970s. For instance, advertisers were now obligated to provide a \u201cbrief\u201d summary of potential dangers and side effects of the advertised drug. One ad for valium published in the 1980s demonstrates these changes: the backside contains a full page of text describing instructions for use, potential side effects, proper dosages, and more. <\/p>\n\n\n\n

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First page of an ad for valium from the 1960s, from the Mickey Smith Drug Advertising Collection<\/a>.<\/figcaption><\/figure>\n\n\n\n
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Second page of an ad for valium from the 1960s, from the Mickey Smith Drug Advertising Collection<\/a>.<\/figcaption><\/figure>\n<\/div>\n\n\n\n

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Third page of an ad for valium from the 1960s, from the Mickey Smith Drug Advertising Collection<\/a>.<\/figcaption><\/figure>\n\n\n\n
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Fourth page of an ad for valium from the 1960s, from the Mickey Smith Drug Advertising Collection<\/a>.<\/figcaption><\/figure>\n<\/div>\n\n\n\n
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First page of an ad for valium from the 1980s, from the Mickey Smith Drug Advertising Collection<\/a>.<\/figcaption><\/figure>\n\n\n\n
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Second page of an ad for valium from the 1980s, from the Mickey Smith Drug Advertising Collection<\/a>.<\/figcaption><\/figure>\n\n\n\n
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Third page of an ad for valium from the 1980s, from the Mickey Smith Drug Advertising Collection<\/a>.<\/figcaption><\/figure>\n<\/div>\n\n\n\n

Interestingly, the prevailing trend of advertising to pharmacists and doctors rather than consumers reversed in the 1980s. The first instances of direct-to-consumer advertising (or DTCA) for prescription drugs occurred in the 1980s, but televised advertisements were prohibitively expensive for most manufacturers. In 1997, pressure from other branches of government and pharmaceutical companies caused the FDA to ease restrictions on these ads, effectively opening the floodgates for televised drug adverts which are now ubiquitous in television and print media. Nowadays, DTCA remains a booming industry with drug manufacturers spending around $6 billion annually on it. <\/p>\n\n\n\n

Since its inception DTCA has been quite controversial. Most countries do not allow it, with New Zealand and the United States being the only exceptions. The opinions of medical professionals, pharmaceutical manufacturers, and the general public vary wildly. Recently, however, it has become a major target for the FDA. In September of 2025, the FDA announced a crackdown on deceptive advertising and subsequently sent cease-and-desist letters to several major pharmaceutical companies as part of the Trump administration\u2019s \u201cMake America Healthy Again\u201d campaign. The effects of this crackdown are yet to be seen, but it is proof that the conversation surrounding drug advertisements remains very much alive. <\/p>\n\n\n\n

This Dose of History <\/strong>was brought to you by AIHP Intern, Leo Ryan.<\/p>\n\n\n\n

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Bibliography:<\/p>\n\n\n\n

Carpenter, Daniel. \u201cReputation and Gatekeeping Authority: The Federal Food, Drug and Cosmetic Act of 1938 and Its Aftermath.\u201d In Reputation and Power: Organizational Image and Pharmaceutical Regulation at the FDA<\/em>, 73\u2013117. Princeton University Press, 2010. http:\/\/www.jstor.org\/stable\/j.ctt7t5st.9.<\/p>\n\n\n\n

Carpenter, Daniel. \u201cThe Ambiguous Emergence of American Pharmaceutical Regulation, 1944\u20131961.\u201d In Reputation and Power: Organizational Image and Pharmaceutical Regulation at the FDA<\/em>, 118\u2013227. Princeton University Press, 2010. http:\/\/www.jstor.org\/stable\/j.ctt7t5st.10.<\/p>\n\n\n\n

\u201cCombatting Self-Medication\u201d. National Association of Retail Druggists, c. 1936. https:\/\/cdm17532.contentdm.oclc.org\/digital\/collection\/krf_coll\/id\/1249\/rec\/262.<\/p>\n\n\n\n

De Guzman, Chad. \u201cTrump Cracks Down on Drug Ads\u2013but U.S. Remains an Outlier.\u201d Time Magazine<\/em>. September 10, 2025. https:\/\/time.com\/7315848\/drug-advertising-pharmaceutical-companies-trump-executive-order-side-effects-explainer\/. <\/p>\n\n\n\n

Donohue, Julie. \u201cA History of Drug Advertising: The Evolving Roles of Consumers and Consumer Protection.\u201d The Milbank Quarterly<\/em> 84, no. 4 (2006): 659\u201399. http:\/\/www.jstor.org\/stable\/25098137.<\/p>\n\n\n\n

Johnson, Kimberley S. \u201cNationalizing Regulation: The Pure Food and Drug Act of 1906.\u201d In Governing the American State: Congress and the New Federalism<\/em>, 1877-1929, 85\u2013115. Princeton University Press, 2007. http:\/\/www.jstor.org\/stable\/j.ctt1dr35t3.10.<\/p>\n\n\n\n

\u201cThe MAHA Strategy\u201d. The White House. September 9, 2025. https:\/\/www.whitehouse.gov\/wp-content\/uploads\/2025\/09\/The-MAHA-Strategy-WH.pdf.<\/p>\n\n\n\n

\u201cPart I: The 1906 Food and Drugs Act and Its Enforcement.\u201d U.S. Food and Drug Administration. Last revised April 24, 2019. Accessed September 16, 2025. https:\/\/www.fda.gov\/about-fda\/changes-science-law-and-regulatory-authorities\/part-i-1906-food-and-drugs-act-and-its-enforcement.<\/p>\n\n\n\n

\u201cPrescription Drugs: Medicare Spending on Drugs with Direct-to-Consumer Advertising\u201d. Government Accountability Office<\/em>, 2021. https:\/\/www.gao.gov\/products\/gao-21-380.<\/p>\n\n\n\n

\u201cPublications Dealing with the Nostrum Evil and Quackery.\u201d Journal of the American Medical Association, February, 1919. https:\/\/cdm17532.contentdm.oclc.org\/digital\/collection\/krf_coll\/id\/150\/rec\/39.<\/p>\n\n\n\n

Rasmussen, Nick. \u201cAmerica\u2019s First Amphetamine Epidemic 1929 – 1971: A Quantitative and Qualitative Retrospective With Implications for the Present.\u201d American Journal of Public Health 98, no. 6 (June, 2008): 974\u2013985. https:\/\/pmc.ncbi.nlm.nih.gov\/articles\/PMC2377281\/#sec1.<\/p>\n\n\n\n

\u201cFDA Launches Crackdown on Deceptive Drug Advertising\u201d. FDA, September 9, 2025. https:\/\/www.fda.gov\/news-events\/press-announcements\/fda-launches-crackdown-deceptive-drug-advertising
<\/p>\n","protected":false},"excerpt":{"rendered":"

Prior to 1906, the medicine market looked very different than it does today. Prescriptions were not necessary and patients were generally able to self-medicate without consulting a doctor or pharmacist. The actual contents of medicines were not always known to the buyer as the manufacturers were not obligated to make their proprietary formulas public. As […]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[25,24,16,23],"class_list":["post-9545","post","type-post","status-publish","format-standard","hentry","category-news","tag-dose-of-history","tag-drug-advertising","tag-pharmaceuticals","tag-pharmacy-history"],"yoast_head":"\nDose of History - A Brief History of Drug Advertising and Regulation - American Institute of the History of Pharmacy<\/title>\n<meta name=\"description\" content=\"Advancing knowledge and understanding of the history of pharmacy and medicines.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/sandbox2.foxtrotdev.com\/?p=9545\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Dose of History - 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