Manufacturers Association, FDA, voluntary health associations, medical authorities on research, and academic critics of the industry. Many mounted a spirited defense of the industry and its contribution to American medical care, but Kefauver and his staff were able to maintain a steady drumbeat of provocative charges and fault-finding. In early 1962, the committee turned its attention to medical advertising agencies, having subpoenaed files from the McAdams and Frohlich agencies. By then, legislation to give FDA greater authority over Rx advertising had been proposed. Kefauver, in opening the hearing on January 30, 1962, into medical advertising, said, "... a doctor who is misled by excessive claims may unwittingly prescribe the wrong drug for liis patient. The evidence already presented before our sub-committee reveals that great skill goes into the devising of words and phrases which in advertisements have great significance to the physician."10In short, the political attack on the industry held that physicians were being unduly influenced by promotion for the commercial gain of advertisers and to the detriment of the public's health. In five days of hearings, Kefauver and his staff challenged representatives of McAdams and Frohlich to defend their work. It was charged that promotional consideration, rather than science, had influenced the content of individual ads and mailers (headlines, graphics, and body text were dealt with in detail), and that commercial intent was visible in internal memos and correspondence on such matters as copy clearance with JAMA and the holding of medical symposia. In the two and one-half years of the hearings, a litany of complaints about the pharmaceutical industry had been put on the record. The hearing's transcript would be mined by industry critics for decades. However, legislation to change drug regulation—the Kefauver-Harris Amendments to the 1938 Food, Drug and Cosmetic Act—was encountering substantial opposition in Congress, especially proposals on patents and compulsory licensing. Thalidomide and Kefauver Legislation Then, history repeated itself to give Washington greater control over prescription drugs. The Pure Food and Drug Act of 1906, which established the FDA, had received powerful stimulus from Upton Sinclair's novel The Jungle,
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