• Advertisements for prescription drugs aim to increase use of the products. These advertisements make claims about the drugs, but also include non-propositional content.
  • The purpose of non-propositional content is to encourage good feelings about the products. This can be achieved with imagery that features happy people, fun activities or pleasing scenery.
  • Non-propositional content may lead health professionals to believe a drug is more beneficial or safer than the evidence suggests, even though they deny being influenced by advertising.
  • To avoid being misled by advertising, health professionals could analyse the claims being made and compare them with independent sources of drug information. Ignoring promotional material is another option.

Biegler P. Tricks of the trade in drug promotion: non-propositional content in pharmaceutical advertising to health professionals. Australian Prescriber 2014; 37 (5): 163-166