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SUMMARY

FDA suggests that drug advertisers focus their risk disclosures on the most important and the most common risks and to do so in language easily understood by the average consumer. This is often referred to as the "less is more" approach (see "FDA Draft Guidance for Print DTCA: Less than Feared").

The "less is more" argument shouts out for a quantitative analysis of risk vs. benefit information in print DTC ads. Such a quantitative analysis would be useful to establish at least a baseline for further discussion about whether or not the creative sections of print DTC ads for prescription drugs carry too much risk information.

To perform the analysis, over 60 drug ads that appeared in several major consumer magazines were analyzed. In each, the space allocated to images, benefit statements, risk information, and the brief summary was measured. This article summarizes the findings.

Topics covered include:

• Is Less or More Better?
• Methodology
• Space Allocated to Image
• Image Area by Indication
• Space Allotted to Benefit Statements
• Reminder Print Ads
• Not All Ads Require Risk Disclosure
• Space Allotted to Fair Balance Statements
• Benefit vs Risk
• Images and Fair Balance
• Consumer-Friendly "Brief Summary"
• Industry Expert Calls for FDA-Mandated Patient Friendly Brief Summary

• Includes Data Pack with Tables

PMN58-01
Issue: Vol. 5, No. 8: September 2006
Word Count: 3189
TOPICS: Direct-to-Consumer (DTC) Advertising & Marketing | Brand Marketing