Industry vs. FDA Regarding DTC Animation Study Claims It’s Unnecessary & Unscientific
On February 23, 2016, FDA announced that it proposed to study “Animation in Direct-to-Consumer Advertising” (read “Cute & Creepy DTC Drug Ad Mascots“).

AbbVie, Astrazeneca, Eli Lilly, GSK, Merck, Regeneron Pharmaceuticals and other industry stakeholders have submitted comments to the FDA regarding this study.

This article summarizes several of these comments and FDA’s responses to them.

Topics (partial list):

  • Why Now?
  • No Practical Utility
  • Animation is Protected Speech
  • Eeriness of Certain Types of Animation
  • The Uncanny Valley Theory
  • What’s Animation Good For?
  • Another FDA Study: Character-Space-Limited Online Prescription Drug Communications

Download the full article (PDF file) here:

Further Reading

Gallery of FDA Studies of DTC Advertising from

Issue: Vol. 15, No. 5: December 2016

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