Curing Chauvinist Commercials

People voicing US drug commercials must be among the fastest speakers around. Within seconds, they have to get through a litany of possible side-effects anyone taking the medication might experience.

Their German counterparts have it much easier. Instead of naming potential risks, German lawmakers have so far only required pharmaceutical companies to end their commercials with a standardized sentence: "To find out about risks and side-effects, read the patient information leaflet and ask your doctor or pharmacist."

That's your Arzt oder Apotheker you're supposed to ask, leaving female Ärztinnen and Apothekerinnen out of the equation.

But that's about the change, thanks to the German ministry for families, senior citizens, women and youth, the German weekly Der Spiegel reported. Cooperating with the Society for German Language, ministry officials have come up with a new version of the warning that's fair to both genders: "To find out about risks and side-effect, read the leaflet, get medical advice and ask your Apotheker or Apothekerin."

Industry opposition

Since companies are required to add the sentence to their commercials, the respective law will have to be changed: the German government is expected to discuss the matter at a meeting in April.

Pharmaceutical and advertising companies are opposing the change, by the way. They're saying the longer sentence will be less effective as a warning message and are also afraid that druggists -- male and female -- might now also want to be included.

Not to mention doctors, who -- for the greater good of gender equality -- have been reduced to "medical advice."