Well+Organised+and+High+Earning+Criminals,+Using+media+Manipulation+for+Product+Advertisement.


 * Well Organised and High Earning Criminals, Using Media Manipulation for Product Advertisement. **

Mitch Kavanagh 8292230 Tutor: Michelle Cornford


 * The Cultural Artefact: **

An article posted on coto2.wordpress.com, on the 10th of January 2011, highlights a successful sting on the approval of a new drug trial within the FDA. The General Accountability Office and congress teamed up to set up a fake product, by a fake company, in order to test the validity of the FDA’s drug approvals.

The product was approved by a board of several members, including MD’s. These members deemed the product as “Probably very safe”.

The picture above is an artist by the name of Dan Berger’s, depiction of the conflict of interest involved within the FDA.

** The Public Health Issue: **

The public’s source of pharmaceutical information can usually be traced back to televised advertising. Prescription and over the counter drug advertisements occupy an estimated 8% of commercial airtime, (Brownfield 2004). This figure has increased over time. Alternative treatments and therapies are being marginalised in the media, or portrayed as criminal activity, in the form of fraud. This seen in the case of Dr Burzynski and his fight for FDA approved antineoplaston treatment. Meanwhile the highly profitable pharmaceutical companies are glorified as providing life-saving drugs. As an increase in product advertising occurs, there is also an observed increase in approval time of products within the FDA and an increase in prescriptions issued nationally. The media’s influence can discredit important health issues to the public. At the same time the media can help sensationalise “life-saving”, highly profitable companies, which hides the immoral and ethically criminal actions being pursued within the companies.


 * The Literature Review: **

In 2004 alone, pharma’s efforts generated the industry more than $500 billion worldwide, $248 billion of which came from the United States. Furthermore, pharma’s pervasive influence has significantly increased prescription drug use, even among the healthy, (Martin 2007-2008). The media has helped to influence the idea that every health problem requires a prescribed drug to retain full health. This provides an increase in prescribed products, which in turn creates more demand for the production and selling of FDA approved products. Over the last ten years, “the number of prescriptions issued annually has increased approximately 67%”, (O’Steen & O’Steen 2006). A recent health issue arising in Australian media focussed on the harm of prescribed oxycodone. An increase in the amount of prescribed opiates in Australia has led to an opiate epidemic. An analysis by researchers at the National Drug and Alcohol Research Centre (NDARC) at the University of New South Wales, found 500 Australians aged 15 to 54 died of an opiate overdose in 2008, up from 360 in 2007, (Piotrowsk 2012). Usually an opiate related problem is associated with recreational heroin use. However, (Piotrowsk 2012) continues that, the NDARC report confirms that only 30 per cent of the deaths in 2008 were related to heroin. The other 70 percent were from other opiates, such as morphine and oxycodone. Such a problem was already prevalent in the USA. This epidemic is characterised by a number of different factors which contributed to the problem, including inappropriate or incorrect prescribing; a variety of drug sources (both legal and illegal); belated governmental response; and aggressive marketing for off-label use by pharmaceutical companies, (Maxwell, 2011). A Pharmaceutical company Purdue Pharma, released and aggressively marketed a ‘non-malignant pain’ tablet OxyContin®. (Maxwell, 2011) continued that, the company minimised the risk of addiction in the use of opioids to treat non-cancer-related pain and in 2007, the company and three executives pled guilty to criminal charges of misbranding the drug by claiming it was less addictive and less subject to abuse and diversion. This is one of the many times a pharmaceutical company has provided false information to the public. One of the most important battles with the FDA in history was the case of Dr Stanislaw Burzynski. In 1970 Burzynski discovered a special chain of peptides in urine which he named Antineoplastons. (Kurume, 1995) states that Antineoplastons, which were firstly described by Burzynski, are naturally occurring peptides and amino acid derivatives which control neoplastic growth. Stanislaw also found that patients, who were cancerous, lacked these peptides, whereas patients who were cancer free had abundance. Eventually Burzynski synthesised these peptides in his clinic in Texas and began treating patients with promising results. Brainstem Glioma and other forms of brain cancer can be almost impossible to treat. Jessica Ressel, was diagnosed in 1996 at aged 11, with a Brainstem Glioma. Running out of options, Jessica’s parents decided to try Burzysnki’s Antineoplaston treatement. One year after treatment, Jessica’s tumour remained non-existent. (Burzinski 2009) states on her treatment summary, her response is classified as complete response since June 20, 1997. This was the first time in history a single scientist, not a large pharmaceutical company, will hold the exclusive patent rights for an incredible medical breakthrough in treatment. Once the treatment passed clinical trials, the pharmaceutical industry is absent from profiting from this breakthrough treatment. Burzysnki’s innovative treatment was brought to the attention of the Texas medical board and the Food and Drug Administration. Despite his eventual success, Burzynski had entered one of the longest battles to face in his life. Under the grounds of the succession of treatment, Stanislaw was taken to court on many accounts, winning each time. Dr Julian Whitaker, MD, commented on the battles in an on-camera interview, “I wasn’t surprised by that—anyone who is innovative in medicine creates waves in the medical system”. He went on to continue, “However, in his case, I was continually surprised that they didn’t put him out of business”. After almost facing 290 years jail time, $18.5 million in fines and being sensationalised in the media as a criminal fraudulent doctor, Burzynski’s many battles against the FDA finally concluded after his 5th grand jury in 1995. He was found not guilty and able to continue treating patients. Throughout the trials, Burzynski’s patients protested outside the courts against the harassment by the FDA. The juries from previous trials also took time out of their days to help protest with patients. Currently, Burzysnki’s antineoplaston is up to phase III FDA approved clinical testing. Results from clinical testing:

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Independent researchers in Japan have also undergone antineoplaston clinical trials. They are currently also up to phase III clinical testing. []

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 * The Cultural/ Social Analysis: **

The significant social impacts of media manipulation on the production and approval of pharmaceutical products, discussed throughout this wiki, indicate that more attention needs to be provided on the critical issue. The following section considers and discusses effective social and cultural responses to the subject. The literature indicates that more information on successful treatments should be available to the public, rather than just products rapidly approved by the FDA. While physicians can prescribe medications for other than their Food and Drug Administration (FDA)-approved indications if in their professional judgment it is both safe and effective, pharmaceutical companies are not allowed to promote a drug except for its approved indications (Maxwell 2011). This issue is important, due to the vast amounts of money invested in medical research, through foundations. Families left with no other options, should be provided with alternative treatments that have shown promising results. Without the education of all forms of treatment, for any giving injury, the consequences can be deadly. (Martin 2007-2008), states that, Independent research suggests that adverse reactions to even //properly// prescribed and administered medication is between the fourth and the sixth leading cause of death in the United States, killing more than 106,000 people annually. Ultimately, everybody is affected by this issue on a global scale. Everyone should have the freedom to be fully informed on every treatment available for their situation. But with media manipulation, and disclosed information, this is not the case.

media type="youtube" key="0QqAzs0TF6A" height="315" width="560" align="center"

From “Burzynski the Movie”, a highly informative and well sourced documentary on the battles of Dr Stanislaw Burzynski and the FDA


 * The Analysis of Artifact/ Reflection on Learning: **

From deep analysis of the particular topic above, it is now visible how appropriate the artefact’s relevance is. The vision test provided to the FDA highlights the fact that, such administrations can turn the other cheek when it comes to conflicts of interest within any given FDA approved product. When these products are approved, they are then aggressively marketed and advertised to the public. I now have a much greater understanding of just how dangerous media manipulation can be to the public health of global populations. A general idea of the kind of sensationalism that’s provided in the media was already observable to me. What I have learnt however, is just how much input the companies have towards the manipulation. It’s not just a one man job by the media. I now feel the need to educate my friends and family on such false product advertising, and to explain to them, the true hidden criminals in the media. Providing true information, through peer reviewed journals, is the first step to providing the correct treatment for the public worldwide.


 * References: **

MAXWELL, J. C. (2011), The prescription drug epidemic in the United States: A perfect storm. Drug and Alcohol Review, 30: 264–270. doi: 10.1111/j.1465-3362.2011.00291.x

Martin, Christina Marie. (2007-2008), Hugs and Drugs: Research Ethics, Conflict of Interest, and Why the FDA's Attempt to Preempt Pharma Failure-to-Warn Claims Is a Dangerous Prescription. Retrieved from http://heinonline.org.ezp01.library.qut.edu.au/HOL/Page?handle=hein.journals/avemar6&collection=journals&page=587#593

Piotrowski, D. (2012), 'HELL OF A PROBLEM': Prescription drugs fuel alarming death spike. Retrieved from http://www.news.com.au/national/dan-drugs/story-fndo4eg9-1226500952645.

Stevenson, H. (2011), FDA System Approves Nonexistent Product from Nonexistent Company for Human Testing. Retrieved from http://coto2.wordpress.com/2011/01/15/fda-system-approves-nonexistent-product-from-nonexistent-company-for-human-testing/

Kurume, J. (1995), Toxicological study on antineoplastons A-10 and AS2-1 in cancer patients, 42(4):241-9. Retrieved from http://www.ncbi.nlm.nih.gov/pubmed/8667595.

Kurume, J. (1995), The effect of Antineoplaston, a new antitumor agent on malignant brain tumors, 42(3):133-40. Retrieved from http://www.ncbi.nlm.nih.gov/pubmed/7474850.

Kurume, J. (1996), Inhibitory effect of antineoplaston A10 and AS2-1 on human hepatocellular carcinoma, 43(2):137-47. Retrieved from http://www.ncbi.nlm.nih.gov/pubmed/7474850.

Oncol Rep. (1998), Quick response of advanced cancer to chemoradiation therapy with antineoplastons, 5(3):597-600. Retrieved from http://www.ncbi.nlm.nih.gov/pubmed/9538158.

Oncol Rep. (1998), Antineoplaston treatment for advanced hepatocellular carcinoma, 5(6):1363-7. Retrieved from http://www.ncbi.nlm.nih.gov/pubmed/9769368.

Oncol Rep. (2002), A novel strategy for remission induction and maintenance in cancer therapy, 9(1):65-8. Retrieved from http://www.ncbi.nlm.nih.gov/pubmed/11748457.

Surg Today. (2003), Long-term survival following treatment with antineoplastons for colon cancer with unresectable multiple liver metastases: report of a case, 33(6):448-53. Retrieved from http://www.ncbi.nlm.nih.gov/pubmed/12768372.

Oncol Rep. (2005), Antineoplaston induces G(1) arrest by PKCalpha and MAPK pathway in SKBR-3 breast cancer cells, 14(2):489-94. Retrieved from http://www.ncbi.nlm.nih.gov/pubmed/16012735.

Anticancer Res. (2007), Induction of apoptosis in human hepatocellular carcinoma cells by synthetic antineoplaston A10, (4B):2427-31. Retrieved from http://www.ncbi.nlm.nih.gov/pubmed/17695534.