A survey of 111 gender-oriented popular magazines showed that although seventeen more men's magazines than women's were examined, almost seven times as many over-the-counter drug advertisements were found in the latter than in the former. The majority of over-the-counter drug advertisements placed in women's publications centered around the concern for appearance, while the largest number of advertised products found in men's were for stimulants. Stimulants advertised as energizers were frequently merchandised as “look-alikes.” It was suggested that regulatory efforts should be enhanced against the advertising of approved drugs for unapproved purposes. The simulated sun tanning pill was presented as a case in point. Criteria were presented to help the editorial staffs of magazines and consumers to recognize deceptive advertisements, bordering on quackery.
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