FDA to study "corrective" ads

Share this article:
Bayer runs "corrective" Yaz ad, agrees to preclearance
Bayer runs "corrective" Yaz ad, agrees to preclearance
The FDA will study the impact of corrective advertising on consumer misperceptions of drug safety and efficacy.

In a notice posted to today's Federal Register, the agency cited ads run by Bayer in 2009 at FDA's behest to remedy false or misleading claims and omissions it had made in prior ads for its Yaz contraceptive. However, the agency said, “researchers and policymakers currently lack exhaustive empirical literature regarding the various impacts of corrective DTC advertisements on prescription drug consumers. The current project will examine how variations in corrective advertising may impact consumers' misleading product beliefs.”

Researchers will manipulate three independent variables: message exposure, similarity of original and corrective ands, and length of time between exposure to original and corrective ad in a “medium-prevalence” medical condition, or one affecting 5%-10% of the US adult population. The study will be conducted online and will have two phases, with Phase 1 varying exposure to messages in order to determine how exposure to a combination of original and corrective ads affects recall, comprehension, perceptions of risk and efficacy and intent to ask about the drug featured. Phase 2 will examine whether an ad's corrective ability relates to similarity to the original ad or time between seeing the original and corrective spots.

The agency will have to wait for a 60-day public comment period, which ends April 30, to close before getting started. Comments can be submitted electronically here.
Share this article:
You must be a registered member of MMM to post a comment.

Email Newsletters

MM&M Future Leaders

Register now

Early bird $1,950 before 31 October 2014

*Group discounts available on request 


Patient access to pharmaceuticals is a tale of two worlds—affordability has improved for the majority, while the minority is hampered by cost, distribution and red tape. To provide marketers with a well-rounded perspective, MM&M presents this e-book chock full of key insights. Click here to access it.

More in Channel

Five things for pharma marketers to know: Monday, September 15

Five things for pharma marketers to know: ...

Pharma has sought 76 meetings with FDA over biosimilars; Gilead licenses Sovaldi to India generic drugmakers; Pfizer and Ranbaxy Lipitor lawsuit dismissed.

Liraglutide, aiming for new indication, gets new name

Liraglutide, aiming for new indication, gets new name

Why Novo Nordisk is choosing not to leverage Victoza's brand equity as it seeks a weight-loss indication for liraglutide.

Five things for pharma marketers to know: Friday, September 12

Five things for pharma marketers to know: Friday, ...

An FDA panel voted in favor of liraglutide for weight loss; Allergan investors backing an attempted takeover of the firm crossed a critical threshold; and 100 million health wearables are ...