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Drug Maker Calls for Limiting Risk Information in Drug Ads

Posted Oct 01 2008 10:27pm

At a time when many are calling for more risk information in direct-to-consumer pharmaceutical ads, a new study from AstraZeneca puts a cap on the number of risks mentioned in TV spots before the consumer is overloaded.

Three is optimal. Four is good. Five is OK. Anything more than that, said the drug maker, and you start wandering into too-much-information territory.

But this runs contrary to counter to what the rest of the industry has discussed. The Food and Drug Administration has repeatedly asked for more risk information, and in remarks earlier this year the director of its drug marketing, advertising and communications division, Thomas Abrams, noted that 82% of pharmaceutical company violations in the past year were related to inadequate presentation of risk information.
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