Supported and unsupported claims in medicinal drug advertisements in Indian medical journals.

The study assessed 292 supported and unsupported claims in 102 medicinal drug advertisements across 15 Indian medical journals published in 2009. WHO ethical criteria for medicinal drug promotion were applied. None of the advertisements satisfied all the WHO criteria. Safe prescribing information on major adverse drug reactions, contraindications and warnings was provided in only 19 advertisements. Of 292 drug claims, only 80 (27%) were supported with reference(s), of which only 7 (9%) claims were unambiguous, or well substantiated with references. 14 references quoted did not substantiate the claim and 15 constituted weak scientific evidence. Superlatives like "tested" "trusted" "guarantees success" and "matchless safety" were used without evidence to substantiate such claims. Stronger enforcement mechanisms are necessary to ensure reliable drug information in pharmaceutical advertisements.