Prices continue to rise with no end in sight. While there are a number of reasons for this trend, direct-to-consumer drug advertising is partly to blame. The American Medical Association has spoken out against drug advertising. Claiming that advertisements are driving up drug costs by convincing consumers that the brand-name drug is what they need most. Doctors feel pressured by patients to prescribe brand-name drugs instead of their cheaper counterparts. Brand-name drugs cost more than generic drugs. On average, brand-name drugs cost 80% more than generic drugs. Yet patients often come in and request the drug with the band's name. Insist that the drug they saw on television is the one they need. Most doctors will give in to the patient's requests. Patients needlessly increase their medical bills because they mistakenly believe the drug they see on TV is safer and more effective. This is not the case. The United States Food and Drug Administration (FDA) requires that all generic drugs demonstrate that they are identical to their brand-name counterparts, going so far as to require that both generic and brand-name drugs have the same active ingredients, strength, form dosage and route of administration. Generic drugs are as safe and effective as brand-name drugs and cost much less. Yet patients continue to demand overpriced brands