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Printed Drug Ads Study Concludes that Format Can Effect Consumer Understanding of Risks
Conclusions from three studies designed by experts in FDA’s Division of Drug, Marketing, Advertising and Communications in the Center for Drug Evaluation and Research, indicate that the way information is conveyed and displayed in printed drug advertising impacts consumers’ understanding of the content. The study was initiated because while some current approaches used in printed drug advertising fulfill regulatory requirements, they may not be as effective as possible at communicating the information to consumers. The first two studies assessed the effect of adding additional content on risks and side effects and concluded that such content did not hinder people’s understanding of printed ads. The third study looked at the effectiveness of four different formats of the “brief summary” section of printed prescription drug ads and concluded that a Prescription Drug Facts Box, similar in format to the current Over the Counter Drug Facts label, presented the material in a way that made it easier for participants to recall risks than with the more traditional format described as “a plain-language version of the risk sections from professional labeling.” The article, “Randomized Trial of Risk Information Formats in Direct-to-Consumer Prescription Drug Advertisements” is available on the Medical Decision Making journal Web site and presents findings from the third study. Additional information is available in an FDA press release.
