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How Kids Are Getting Hooked on Pills for Life

Young children were once expected to outgrow their issues; now they're diagnosed with lifelong psychiatric problems.
 
 
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Where do parents and teachers get the idea there's something wrong with kids that only an expensive drug can fix? From Big Pharma's seamless web of ads, subsidized doctors, journals, medical courses and conferences, paid "patient" groups, phony public services messages and reporters willing to serve as stenographers.

Free stenography for Pharma from sympathetic media includes articles like "One in 40 Infants Experience Baby Blues, Doctors Say," on ABC News and "Preschool Depression: The Importance of Early Detection of Depression in Young Children," on Science Daily.

For many, the face of the drugs-not-hugs message is Harold Koplewicz, author of the pop bestseller It's Nobody's Fault, and former head of NYU's prestigious Child Study Center. In a 1999 Salon article, Koplewicz reiterated his "no-fault" statement, assuring parents that psychiatric illness is not caused by bad parenting. "It is not that your mother got divorced, or that your father didn't wipe you the right way," he said. "It really is DNA roulette: You got blue eyes, blond hair, sometimes a musical ear, but sometimes you get the predisposition for depression."

Many regard the NYU Child Study Center, which Koplewicz founded and led before leaving in 2009 to start his own facility, as helping to usher in the world of brave new pediatric medicine in which children, toddlers and infants, once expected to outgrow their problems, are now diagnosed with lifelong psychiatric problems. The Child Study Center is “a threat to the health and welfare of children,” and its doctors are “hustlers working to increase their 'client' population and their commercial value to psychotropic drug manufacturers,” charged Vera Sharav, president of the watchdog group, Alliance for Human Research Protection.

A look at the center's stated mission provides no reassurance. Its goal of "eliminating the stigma of being or having a child with a psychiatric disorder," and "influencing child-related public policy," sounds a lot like a Pharma sales plan. And its boast about having "a structure that allows recruitment of patients for research studies and then provides 'real-world' testing for successful controlled-environment findings," could send chills down the backs of parents afraid their kids will be guinea pigs or money-making subjects.

In 2007, the fears of the Child Study Center's skeptics were confirmed when it launched an aggressive, scare tactic marketing campaign called Ransom Notes in 2007. "We have your son," said one ad, created with bits of disparate type like a ransom note from a kidnapper. "We will make sure he will no longer be able to care for himself or interact socially as long as he lives. This is only the beginning…Autism."

"We have your daughter. We are forcing her to throw up after every meal she eats. It’s only going to get worse," said another ad signed "Bulimia."

"We are in possession of your son. We are making him squirm and fidget until he is a detriment to himself and those around him. Ignore this and your kid will pay," said another add from "ADHD." Other ransom ads came from kidnappers named Depression, Asperger’s Syndrome and OCD.

Created pro bono by advertising giant BBDO, the ads were planned to run in New York magazine, Newsweek, Parents, Education Update, Mental Health News and other publications and on 11 billboards and 200 kiosks, according to the press release.

Immediate Outrage

The hostage campaign drew immediate public outrage and more than a dozen advocacy groups joined together in an online petition calling for an end to it. “This is a demonstration of the assaultive tactics used by psychiatry today--in particular, academic psychiatrists and university-based medical centers that are under the influence of their pharmaceutical partners,” Vera Sharav wrote in alerts to AHRP’s mailing list. “If Dr. Koplewicz et al. are not stopped, the campaign will be hitting the rest of the country,” she warned, and informed readers that the campaign was formulated by BBDO, “a major direct to consumer prescription drug advertising firm,” asking the New York State Attorney General’s office to investigate.

 
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