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DTC Animation Study Moving Forward After FDA Rejects Merck Critique

 
• By Brenda Sandburg

Merck contends FDA's study of animation in drug ads may be ‘unnecessary for the proper performance of FDA’s functions’ but agency says it could influence policy.

cartoon character, medicine pill shaped

FDA rejected Merck & Co. Inc.’s criticism about the value of its proposed study of the use of animated characters in direct-to-consumer (DTC) advertising, saying the findings could help the agency develop guidance and policy.

In March, FDA announced plans for the “Animation in Direct-to-Consumer-Advertising” study, to be conducted by the Office of Prescription Drug...

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