Open a newspaper or a magazine, sit down to watch the television and you are guaranteed to find an advert for an erectile dysfunction (ED) drug. It's like clockwork and confirms the underlying reality. The market for a treatment for ED is worth billions of dollars a year. More importantly, as the male population ages, the incidence of ED rises. It's one of those facts of life. Older men have more problems. Given the crest of the baby boom is still a few years away, the estimate is that, come 2025, there will be 300 million men in the US wanting treatment for ED. If you think the scramble to maintain brand recognition is tough now. You wait for the next fifteen years to unravel. It's going to get really brutal as all the manufacturers fight for a slice of the pie.
Which leads us to the thorny question of the controls over what the advertizers can say about their product. Let's start with the time of day. Many parents have been distressed that the adverts air on television during the afternoon and early evening when their children are watching. This leads to embarrassing moments as these naturally curious youngsters ask their parents to explain what erections are. As it stands, there are no formal limits on when these adverts can air. It's for the television stations to make editorial decisions. After all, everyone is in this business for the money so, if you have a vacant slot on a show to sell, you usually take the money from an advertizer no matter what is for sale. That's capitalism for you. Significantly, all the cost of this pharmaceutical advertizing is tax deductible. So, guess what. All the advertizing dollars get added to the price of the drugs you buy and this adds to the overall cost of healthcare. If the Administration is serious about cutting health costs, all it has to do is ban television advertising and, overnight, the cost of the drugs drops.
So when the television ads air, what exactly do we see and hear. The standard slots vary between 40 and 60 seconds in length. The images are usually of couples doing things together. They may be walking hand-in-hand along a beach, riding bicycles or doing some work in the yard. It's not considered appropriate to show real people in flagrante delicto. They must be caught in romantic moments suggesting the possibility of sexual activity later - assuming they are not too tired after digging up the yard. But the words list all the side effects and then mention how great viagra is as a treatment for ED. The FDA regulates pharmaceutical ads and requires the content to show "fair balance". So what you hear is written by lawyers trying to avoid sanctions imposed by the FDA. In other words, "fair balance" means telling the consumer about both the benefits and the risks of each drug. It's not too alarming to hear you may get a headache if you buy viagra. Some of the other drugs, say for treating rheumatism, list fatal side effects. So let's keep this particular sales pitch simple. Viagra is the best of the ED drugs and it gets great results almost every time.

