Broadcast DTC risk info could shrink

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Should broadcast drug ads trim their recitation of possible side effects? FDA's Office of Prescription Drug Promotion (OPDP) plans to research the effects that could follow changing the risk information the agency requires to be included in such direct-to-consumer ads.

There is concern, a February Federal Register notice says, that the statement of risks in TV ads is too long, which may result in reduced consumer comprehension. There also is concern, it says, that ads don't include adequate risk information or leave out important information.

OPDP says the hypothesis it will research is that providing limited risk information along with the disclosure about additional risks will promote improved consumer perception and understanding of serious and actionable drug risks. Comments will be received until April 21. For more on trends affecting DTC, see the cover story, on p. 32 of this issue.

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