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DTC Comparative Ads Will Likely Bloom; FDA Studies How To Evaluate New Species

 
• By Brenda Sandburg

FDA expects to see an increase in direct-to-consumer drug comparison ads after the Agency for Healthcare Research and Quality completes its comparative effectiveness compendium.

FDA is getting prepared for a jump in direct-to-consumer ads that compare the effectiveness of drugs, which it expects will occur once the Agency for Healthcare Research and Quality completes a compendium of information on the comparative effectiveness of medical treatments.

The agency announced in a Dec. 9 Federal Register notice that it plans to conduct an “Experimental Study of Comparative Direct-to-Consumer Advertising” to determine how consumers interpret and react to such ads

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