Pharmaceutical marketing may lead to poorer prescribing decisions, review finds
12 Oct 2026
Published in the Cochrane Database of Systematic Reviews, the research examined 93 studies looking at how pharmaceutical marketing affects prescribing. It covered activities such as sales representative visits, gifts, payments, sponsored meals and free medicine samples.
Most of the studies, around 88%, were conducted in the United States.
The findings linked pharmaceutical promotion, including sales visits and educational activities, with prescribing that was less suitable for patients and more expensive. The evidence also showed a fairly strong link between marketing and an increase in the number of prescriptions.
Gifts and payments were also associated with more prescriptions, higher costs and less appropriate medicine choices. However, researchers said there was not enough evidence to draw firm conclusions about the effects of free medicine samples.
Associate Professor Geoffrey Spurling, a GP and academic at the University of Queensland, said the findings could also apply to Australia because pharmaceutical companies promote their products internationally.
He warned that information provided by sales representatives could influence doctors, even when they believe they can judge the information objectively.
The review also found a link between company-funded meals and prescribing decisions. Doctors who received more paid-for meals were more likely to prescribe the sponsoring company’s medicines in ways considered inappropriate.
Professor Spurling said even small amounts spent on meals could influence prescribing. He said the potential effects of these arrangements should be considered when developing regulations.
RACGP President Dr Michael Wright said the findings raised concerns about how commercial relationships might affect medical decisions. He said all prescribers could be influenced by bias.
Dr Wright highlighted Australia’s Medical Board code of conduct, which requires doctors to recognise and manage conflicts of interest. The code also sets limits on gifts, inducements and hospitality. Medicines Australia has separate guidelines that limit spending on meals.
He said oversight must keep pace with changes in prescribing rights and newer healthcare services, including telehealth providers focused on particular conditions.
Dr Wright also called for close attention to services where the same business recommends and supplies medicines, as this can create a financial conflict of interest.
Professor Spurling said the review found that policies limiting doctors’ exposure to pharmaceutical promotion could improve prescribing and reduce medicine costs. He supports medical colleges gradually ending pharmaceutical company sponsorship, following the approach of the Irish College of General Practitioners.
Dr Wright added that doctors need access to reliable, balanced information about medicines.He said drug companies often highlight their newest medicines, so doctors need balanced information about all available treatment options before deciding which medicine is best for their patients.
Pharmaceutical marketing may lead to poorer prescribing decisions, review finds
Source: Cochrane Database of Systematic Reviews, Pharmaceutical industry promotional activities and their influence on prescribing.