News

If you see a picture of people in happy situations, are you later going to associate that mental picture with additional, negative information?

That, in a nutshell, is the question about direct-to-consumer drug ads.

Medpage Today

“The FDA is planning a major study to determine whether the side-effect information required in television ads for prescription drugs is getting through to consumers.The results of the study, plans for which were disclosed today in a Federal Register notice, may change how manufacturers can advertise prescription products to consumers.

“For the study, FDA researchers will develop a series of mock TV ads for a fictitious blood pressure medication and show them to some 2,400 people over the age of 40.”

The story says that the test will measure their recall of benefits and risks.

…”Current FDA rules require that prescription drugs include a “fair balance” of the risks and benefits of a drug. The so-called “major statement” of an ad must be presented in a “clear, conspicuous, and neutral manner.” But determining whether the risk and benefits are given fair play is difficult, the FDA said in its Federal Register notice.”(Emphasis added)

…”Healthcare providers, Congress, and advocacy groups, such as the Prescription Project, have expressed concern with consumer ads’ presentation of side effects.

“The concern is that every ad ends with the litany of risks; you sort of discount it,” Coukell said.

Source: Medpage Today,December 30, 2008