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Article: Accepting the risks ;Throng of possible side effects go hand in hand with creative to meet FDA guidelines.(US Food and Drug Administration advertising regulations)(Brief Article)
- Article from:
- Advertising Age
- Article date:
- April 3, 2000
- Author:
CopyrightCOPYRIGHT 2000 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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It's not by coincidence that TV viewers are becoming well acquainted with the negative side effects associated with popular prescription medications.
The recent onslaught in direct-to-consumer advertising is a result of clarification of rules regarding such advertising by the U.S. Food & Drug Administration's Division of Drug Marketing, Advertising and Communications.
In August, DDMAC issued what it calls a "final guidance" for consumer-directed TV advertising, giving drug marketers better direction on what can and should be included in those commercials.
The ads must present balance, with equal time given to both benefits and side effects of ...