Deontological Second Paper - Essay Example

In order to discuss the ethical acceptability of the direct-to-consumer marketing of pharmaceutical drugs from a deontological point of view, it is good to consider Kant’s categorical imperative. The categorical imperative is the central philosophical theory in the deontological moral philosophy proposed by Immanuel Kant in his work Grounding for the Metaphysics of Morals in 1785. This philosophical concept is generally accepted as a way of analyzing motivations for action. “Kant’s categorical imperative states that an action is morally right if and only we can will that the maxim (or principle) represented by our action be a universal law” (as qtd in Shaw 58).

Kant strongly says that reason alone can produce a moral law and there is no need of empirical reasoning to arrive at absolute moral truth. Kant specifically tells that a moral rule should be consistently universalizable and free from internal contradiction. As Masters cite from Kant, moral rules must be based on categorical imperatives but not hypothetical imperatives (111). He adds that those rules must necessarily bind everyone unconditionally, and should not take specific goals or desires of individuals into account.

Referring to Kant’s categorical imperatives, it is unethical to allow the direct-to-consumer marketing of pharmaceutical drugs. As George describes in the case study, it is clear that the pharmaceutical industry spent $1.19 billion on TV ads in 2005 (319). Although the industry leaders claim that these TV ads educate people about a variety of illnesses and keep them informed of the possible drugs to treat those illnesses, it is obvious that their actual motive is to generate more sales and to increase profits.

When prescription drugs are marketed on a business motive, healthcare becomes a commodity, and the situation hurts fundamental human values. Actually, prescription