According to a financial study conducted by the Villanova School of Business explained that there is no significant burden to the health care system due to direct-to-consumer advertising. The study, conducted in the years 2001 – 2005 in the United States, shows that there is no significant relationship between advertising and price sensitivity. The comparison with other countries shows, the prices of pharmaceuticals and the price for health care (for drugs) have not risen in the United States.  Through advertising, after the introductory phase of a drug, the health system is not burdened more. Simply put people are just able to choose between drugs, in a comparable price range easier and therefore do not cost additional money to the state. [1]  So a greater financial burden is no excuse from prohibiting companies to advertise products.  [1] Villanova University, DOES DTC ADVERTISING RAISE PRICE? THE IMPACT OF  PHARMACEUTICAL ADVERTISING ON CONSUMERS’ PRICE SENSITIVITY, published 2005  , accessed 08/07/2011