I was encouraged by the long overdue effort to require drug manufacturers to divulge any action they take to promote their wares. I only hope that these reforms will address the root cause of these abuses: allowing the advertising of prescription drugs. The United States and New Zealand are the only countries that permit this outrage.

All too often, the public is urged to try a variety of mostly feel-good drugs of dubious merit, many with dire potential side effects. One recent ad for a skin-care product lists death as a possibility. Imagine risking death to cure the "heartbreak of psoriasis." Another, a mood enhancer, mentions death at least four times (in addition to tuberculosis and suicidal thoughts).

These powerful plugs lure the gullible to demand a prescription from their doctor, who may be motivated - by inducements from the drug companies - to circumvent that silly old Hippocratic Oath ("First, do no harm").

I venture to guess that the cost of these spurious advertisements may equal or exceed the amount spent on research and development. Even with the cost of settling or defending the numerous lawsuits, these pill pushers are still able to generate record profits.

Since Medicare and Medicaid pick up much of the tab for this outrage, imagine the savings in health-care costs that would result.

To restore the ban on this advertising would be a daunting task and would compel the lobbyists to bring out the heavy artillery. Is it not worth a try?

TOM POWERS, ROCHESTER