THE MARKETING PRACTICES OF THE DRUG INDUSTRY ARE VIEWED AS DOMINATED BY THE PROFIT MOTIVE RATHER THAN THE DESIRE TO PROVIDE REASONABLY PRICED SAFE DRUGS TO THE PUBLIC. THE HIGH COST OF ADVERTISING, RESEARCH, TESTING, DRUG SPECIALIZATION, AND THE PROTECTIONS OF THE PATENT SYSTEM AGAINST COMPETITION ARE DISCUSSED AS ELEMENTS WHICH DIMINISH IF THEY DO NOT EXCLUDE COMPETITION IN ALL AREAS OF DRUG MARKETING. QUALITY AND REASONABLE PRICING SUFFER FROM THIS LACK OF MARKETING COMPETITION. THE HISTORY OF DRUG REGULATION IS TRACED TO THE FORMATION OF THE FOOD AND DRUG ADMINISTRATION. THE EFFECTIVE OPERATION OF THE FOOD AND DRUG ADMINISTRATION IS SAID TO BE HAMPERED BY A LOW BUDGET, POOR ADMINISTRATION, AND INFORMAL ALLIANCES THAT EXIST BETWEEN MEMBERS OF THE FOOD AND DRUG ADMINISTRATION AND THE LOBBYING AND MANAGEMENT PERSONNEL OF DRUG COMPANIES. DECEPTIVE AND ILLEGAL ADVERTISING PRACTICES ARE DESCRIBED, ALONG WITH IMPROPER DRUG TESTING AND THE PROFITEERING INTERACTION BETWEEN DRUG SALESMEN, PHYSICIANS, AND PHARMACISTS. REFORM OF THE MARKETING STRUCTURE, WHICH IS CONSIDERED CRIMINOGENIC, IS CONSIDERED DIFFICULT BECAUSE OF DRUG INDUSTRY CONTROL OF THE REGULATIVE AND LEGISLATIVE PROCESS. (RCB)