Misleading advertising about private screening must end, say doctors

Released 24/06/2010

BMA and Academy of Medical Royal Colleges challenge DH

The BMA and the Academy of Medical Royal Colleges are, today calling on the UK government to take action against irresponsible, direct marketing of private health screening tests.

In a letter sent to Health Secretary Andrew Lansley, BMA Chairman of Council Dr Hamish Meldrum and Chairman of the Academy of Medical Royal Colleges, Professor Sir Neil Douglas, say that they believe individuals are being exploited by misleading marketing.

Dr Meldrum said: "Some private companies are taking advantage of vulnerable people by claiming that the health screening they offer will detect diseases early or reduce an individual's risk of developing specific illnesses.

"However, the NHS has safeguards in place to ensure that the public can be confident that the tests which are offered as part of high-quality screening programmes are supported by sound research evidence. This ensures that anyone having a test is aware of the benefits, risks and limitations involved, and can make informed choices. Such safeguards often do not exist in the private sector which makes it impossible for people to distinguish between private testing services that may do some good, and those that are of no value or even potentially harmful."

Professor Douglas added: "There are significant risks with direct-to-consumer tests. Many are unreliable and inaccurate. Patients may be falsely reassured, or undergo avoidable and sometimes invasive follow-up tests and treatments. Unnecessary procedures may have long-term or permanent complications which can place a burden on the NHS.

"Doctors have a professional obligation to promote and protect patient safety. While we want our patients to be well informed and to take responsibility for managing their own health, we also need to prevent them from being exploited."

In a joint statement, the BMA and the Academy have called on the UK government to strengthen the marketing rules for health screening to ensure that advertising is factual and balanced. This would require all marketing material to include information on:

- the risks and limitations associated with the test

- the implications of the results and any follow up that might be required

- the procedures that are and that are not included in the price of the test

- a statement of the health benefit from the test and of the nature and quality of the evidence for this health benefit

- any financial gain or conflict of interest by those providing or recommending the tests
- the advisability of seeking independent medical advice before taking a final decision to have the test

There should be a robust system in place to monitor compliance with the above regulations, including strong penalties for transgressions, says the BMA and the Academy.

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