One theme of the Perez case is the degree to which consumers today are active, aware, and taking responsibility for their own health, rather than passive and in awe of medical expertise.

Direct-to-consumer advertising—estimated at $58 billion as of 2005—is premised on the notion that consumers will be driven to want certain prescription drugs, and to ask for them by name when they see their doctors.

a. From a consumer perspective, what are the pros and cons of DTC advertising?

b. Who are the major stakeholders in the pharmaceutical direct-to-consumer scenario?

Does this type of marketing create “the greatest happiness for the greatest number,”

in utilitarian terms? What might a deontological thinker say about DTC marketing?