Every day you pick up a newspaper or turn on the TV, you cannot avoid seeing ads for a range of drugs including sleeping pills. It seems like the pharmaceutical industry still has money to burn even though we are going through a recession. What’s going on? Well, it’s all to do with building up and then maintaining the brand. Marketing has become increasingly scientific. Focus groups are brought together and polled on what features for a product are the most important, how much we would pay for it, what we think about this slogan for selling it, and so on. The intention is to design an advertising campaign that will tell us what we most want to know about a product, explain why it’s great value for money, and so on, all in the most memorable of prose and, on TV, backed up by the latest music from a top singer or group. That way, when we do fall ill, we can walk in to see our physician and ask for the drug we want by name. Except, we are all likely to forget a product’s name. So the marketers endlessly repeat it wherever we go to reinforce brand awareness. Like Pavlov’s dog who was taught to react when a bell rang, we are taught to respond with the leading brand name whenever a product type is mentioned.

Is it like this everywhere? Well, no. In the majority of other countries around the world, manufacturers are not allowed to market drugs directly to consumers. All the promotional effort is focussed on the medical profession. The reason is simple. When there is a choice between several drugs as a treatment for a particular condition, only a doctor is able to say which is the best for a particular patient. There are always costs and benefits in every drug and people have different medical histories and needs. There is no one-size fits all treatment for every person. In the US, the FDA has a special division tasked to keep advertising reasonably fair and honest. That’s why, when you have a forty second ad on TV, thirty seconds is a voice listing the adverse side effects. The FDA thinks you should know the problems with each drug so you can make an informed decision on which is the best. Except listing all these side effects is bad for business. People are put off. That’s what makes the latest round of ads so interesting.

The manufacturers of ambien have been running a new series of ads talking about the problems of insomnia but not mentioning any drug by name. Because no drug is mentioned, there is no need to list side effects. Everything can remain very positive. At the end of the ads, you are referred to www.silenceyourrooster.com where you read all about the drug and are offered a free trial. The question we have to ask is simple. As a nation, we are increasingly dependent on ambien to get us to sleep and keep us sleeping through the night. Is this desirable? Should we rely on a drug to help us sleep or look for a better way of getting a good night’s rest? The FDA is right. It’s your choice.

One of the ways newspapers aim to sell more copies is to blanket the front page with a scoop. Every journalist dreams of getting one – if it’s sensational enough, there’s a chance of the Pulitzer and national recognition. Unfortunately, there are only one or two really sensational stories out there at any one time. Most of the news is the boring same-old, same-old. That’s where the editors come riding into the rescue of their corporate owners. If there are no real scoops and factual stories are not going to sell, you have to tweak the facts to make them exciting. So, suddenly, the everyday becomes scary. Why scary, you ask. Because news about danger captures people’s attention. It’s something built into our genes. When people lived in caves, we needed to know if there was a sabre-tooth tiger outside waiting for a meal. Today, we need to know if killer tomatoes (those are the ones coated with E.Coli from the sewage processing plant next to the farm) are being sold in our local store. That’s where the FDA and scientists come into the picture. They tell us when danger lurks. So, for food, The Centers for Disease Control estimates that tens of million people are made ill by the food they eat, hundreds of thousands are hospitalized and thousands die every year in the US. Hence the stories about the killer tomatoes, leafy greens and sprouts. All of which brings us to Bisphenol A (BPA) and erectile dysfunction.

It would be wonderful if all these new stories about BPA were an exaggeration and there was nothing to worry about. Unfortunately, that may not be the case. Let’s start at the beginning. BPA is everywhere. It’s used to make plastic, it lines food and drink cans, and when made into epoxy resin, it sticks things together. The scientific evidence is clear. When used in packaging, it leaches into the food and drink. Most every time we eat or drink out of a can, the odds favor us consuming some BPA. This is bad for infants and, in many countries around the world, the use of BPA in baby bottles has been banned. In the US, major chains like Wal-Mart and Toy “R” Us have already removed all infant products containing BPA from their shelves. The FDA has been reviewing all the evidence and is due to report on the level of danger in the next few months. Which brings us to new research published in Human Reproduction, funded by the US National Institute of Occupational Safety and Health, and carried out by an American company in China. It confirms that men exposed to high levels of BPA are up to seven times more likely to experience erectile dysfunction than men who have no exposure.

The potential threat is serious because damage would not be reversible. Once toxic levels are reached in men, they would become impotent and no use of levitra would be able to restore erections. For once, there is real reason to watch out for the headlines when the FDA publish their report. If BPA is found too dangerous to use, it will require a revolution in the food packaging and plastics industry to find a safe alternative. If you have erectile dysfunction now, buy levitra online. It is the most powerful and effective of all the drugs used to treat this problem.