The FDA seeks comments on DTC ad perception

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The FDA said it has started to accept public comments on research it plans to do on the market claims related to consumer perception of direct-to-consumer prescription drug print ads.

The agency is seeking comment about intrinsic aspects—the physical characteristics, such as the size and shape of the product—and extrinsic factors, including price and brand name, of drugs that contribute to consumer perception.

“The objective quality of prescription drugs is not easily obtained from promotional claims in DTC ads; thus consumers may rely upon extrinsic cues to inform their decisions,” the FDA said. “Market claims such as “#1 prescribed” and “new” may act as extrinsic cues about the product's quality, independent of the product's intrinsic characteristics.”

The 60-day comment period ends Sept. 19.

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