Medical/Pharmaceutical Marketing Ethics


Special issue Marketing Intelligence & Planning; Deadline 30 Jun 2015

Marketing Intelligence & Planning

Special issue: Ethical dimensions of medical / pharmaceutical marketing

Contributing to the dialogue between researchers and practitioners, this special issue focuses on the ethical dimensions of medical / pharmaceutical marketing in the Web 2.0 (and beyond) era which we believe is timely, given reflecting the growing concern in a number of areas. For example, while direct-to-consumer advertising (DTCA) of prescription medication is only formally permitted in the USA and New Zealand, electronic forms of DTCA (e-DTCA) enables consumers from other countries to access DTC material, including advertisements and social media sites. The inadequacy of current DTC regulatory provisions is recognised, but little research has been conducted on eDTCA’s actual effects on patient information seeking behaviours and interactions with health professionals and how any potential benefits can be maximised and potential harms minimised.

We welcome submissions of papers addressing the above issues, but also other aspects of pharmaceutical marketing such as , but not limited to:

  • Medical tourism
  • Over-the-counter medicine promotion
  • Complementary and alternative medicine promotion
  • Marketing of cosmetics with potentially harmful effects (e.g. skin lightening creams).

As well as the papers themselves, a medical practitioner in conjunction with an academic will write a final piece for the issue reflecting on the papers selected, providing a link between practice and rigorous academic research.

If you have any further questions, please do not hesitate to contact the guest editors.

Submission deadline 30 June 2015

Publication of issue 2016

Submission to the issue is online – please see the author guidelines at

for full details on manuscript requirements and how to submit.

Lynne Eagle & Stephan Dahl

Lynne Eagle PhD, MEd(Hons), BBS (Marketing)
Associate Dean of Research
Professor of Marketing Email:

Stephan Dahl
PhD, MA (cum laude), BSc (Hons)
Senior Lecturer, University of Hull
Adjunct Associate Professor, James Cook University