Direct-to-consumer advertising for prescription drugs has some benefits but also raises significant risks, a study from the University of California, Los Angeles, said.

"American television viewers see as many as 16 hours of prescription drug advertisements each year, and the reality is that these ads are not doing a good job of helping consumers make better decisions about their health," said Dominick L. Frosch, an assistant professor of medicine.

He said Congress should regulate the ads if industry will not do it itself.

Some say, however, that ads educate people and improve the overall quality of care.

A news release on the study said that Frosch's work did find some benefits, but that they were limited because they don't provide enough information. It also said that the ads tend to dilute information about risks.

Frosch suggested that ads should talk about how common the condition it's meant to treat is and clearly discuss symptoms.

He also called for precise information about the possible benefits and how it compares to a placebo or other treatments. The same goes for the risks.

The study was released online in the American Journal of Public Health.