As government officials warn about the increased misuse of prescription drugs by adolescents, drug companies are using text messages, e-mail, and even music downloads to market pharmaceuticals directly to teens, the Washington Post reported Sept. 9.

Merck, for example, is using e-mail and text messages to remind teenage girls taking the Gardasil vaccine against human papilloma virus to get their followup shots.

"These new media choices create a buzz and certainly a perception of a rising trend toward targeting teens," said Jim Joseph, executive vice president of the ad firm Saatchi & Saatchi Consumer Health+Wellness.

As a result, teens and parents need to "wade through the clutter of messages they're getting about drugs -- both prescription and nonprescription ones -- in order to make safe and appropriate choices," said Wayne Snodgrass of the University of Texas Medical Branch, the chair of the American Academy of Pediatrics Committee on Drugs.

Experts say that communicating with teens about prescription drugs can be positive, such as text messages reminding them to take their asthma medication or other drugs. But the Food and Drug Administration has no rules governing marketing prescription drugs to teens. Experts say that there are some examples where such marketing could be appropriate, such as for acne medicine. "A parent might not bring up treatment for fear of making their child feel bad but would likely be delighted to have the teen start the conversation and then be able to help," said Meredith Ressi of Manhattan Research, a healthcare market research firm.

Drugmaker Allergan is marketing the acne drug Tazorac directly to teens: those who register online to receive information about the drug get a $5 Starbucks gift card and a chance to win a Nintendo Wii or other prizes. Those ages 13-18 need to get a parent's permission to register, however.

Some experts worry, however, that by trying to be fun and cool the pharmaceutical ads may reinforce the belief among teens that the answer to all of their problems lie in drugs. Pediatrician Kathy Woodward noted that she fielded a rush of inquiries from teenage boys looking for the antifungal drug Lamisil after ads for the drug appeared on TV.

"When teenage boys make [a drug they've seen advertised] the focus of their yearly office visit, it takes away time I need to talk about crucial health issues including safe driving, alcohol and prescription drug abuse," said Woodward.

This summary has been revised to reflect the following correction:

Correction, Sept. 10, 2008: Due to an editorial error this summary originally listed Bayer Healthcare Pharmaceuticals as the maker of Gardasil. Merck is the maker of the drug.