The New ADHD Medications by Jeannine Virtue

What's worse, ADHD medications do not always work, do not treat the core cause of Attention Deficit Disorder and could have long-term negative effects. Parents need to be clear about the benefits, as well as the potential side effects of ADHD medications.

Still, more than enough doctors willingly diagnose children as Attention Deficit and cut a prescription. More than enough parents willingly place their children on psychotropic drugs. More than enough teachers and school administrators encourage parents to "do the right thing for their child" to make their child more complaint in school.

The more surprising aspect of this wave of new ADHD medications is the aggressive marketing of narcotics straight to the consumer. ADHD drug makers stepped over a 30-year international treaty agreement not to advertise controlled substances that have high potential for abuse last year when they began marketing their magic pills.

These Schedule II controlled substances are of the most addictive and abused drugs that are still legal.

Full-page color advertisement for ADHD medications began splashing across the pages of women's magazines. Metadate CD, Adderall and Concerta ads show smiling children and their proud mothers touting the wonders of such ADHD medications.

Metadate CD, introduced in April, launched ads in nearly a dozen women's magazines this year. The Drug Enforcement Agency sent a cease-and-desist letter to the makers of Metadate CD after the ads appeared yet the pharmaceutical company insisted that it did no wrong.

The DEA closely watches ADHD medication prescriptions and its advertising. ADHD medications are most-stolen prescriptions and the most-abused legal drugs. According to the DEA, the drug thieves, drug dealers and drug abusers are almost always children.

Adderall and Concerta advertisements appeared in September, just in time for the back-to-school children. These companies did not name the product in the ad but listed a toll free number for parents to call if they wanted more information.

Concerta manufacturers also began airing 60-second ads on cable TV channels. For the first time ever, Schedule II drugs found their way to mainstream television marketing.

The public can expect continued advertising as drug makers attempt to convince the public that their medications are better than the rest. Thus far, the makers of Ritalin have not marketed directly to consumers.

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BIO:

Jeannine Virtue is a freelance journalist and mother of an Attention Deficit Disorder son. Visit Virtue's web site at www.add-adhd-help-center.com to learn about effective drug-free alternatives to ADHD medications.

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