In today's society, the media has a strong impact on the way in which
             consumers learn of health related issues. Specifically, the media's
             influence through advertising impacts all forms of health related issues,
             and can lead consumers to view certain products or behaviors in a positive
             or a negative light. This is particularly true in relation to alcohol and
             tobacco use, the effects of use, and people's opinions about those who use
             them. The influence of advertising is strong, even when the advertising is
             According to Krohn and Flynn (2001), the relationship between
             consumers and health related advertising is a strong, positive one (Krohn &
             Flynn, 8). According to their research, consumers in general feel that
             health related advertising is beneficial to their needs. Consumers believe
             that they are able to learn more about health related services, and new
             technology through advertising aimed at them. In addition, they feel that
             advertising promotes the consumers right to make choices about their health
             care, and forces the medical profession into a competitive state, which in
             turn lowers health care costs (Krohn & Flynn, 9-10).
             Physicians, however, disagree. Health related advertising, according
             to them, is often misleading, and invalid, depending upon the source which
             is reporting the information. On occasion, the information presented is
             even unethical. This can lead to unnecessary increases in health care
             prices, which are then passed on to the ill-advised consumer (Krohn &
             According to Wilkes, Bell, and Kravitz (2000), these types of effects
             can be seen particularly in the prescription drug industry. According to
             their research, the increased amounts of health related advertising is due
             to both an increase in the need for manufacturers to market their products
             to a wider audience, and a lessening of government regulations on the
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