FDA letters slew sponsored links

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The FDA's 14 letters warning companies about sponsored links on search engines all but eliminated industry use of the media, according to ComScore.

Sponsored link exposures to US internet users fell by 59% within a week of March 26, when the untitled letters were issued, and were down 84% by the end of June. The letters said, in essence, that the sponsored links had failed to communicate appropriate risk information.  

“The FDA letters changed not only how pharmaceutical manufacturers are marketing online but what consumers are being exposed to when they search for health information,” said ComScore VP marketing solutions John Mangano.
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