US FDA’s Rx Drug Promo Study Answers $798,000 Question

Viewers spend more time on print ads that have more lengthy important safety information or a brief summary but impact on understanding is unclear, OPDP study finds. Another study finds exaggerated images of drug benefits in TV ads unsurprisingly can mislead consumers.

advertisement_viewing — Exaggerated images of drug benefits in TV ads can mislead consumers • Source: Shutterstock

A US Food and Drug Administration study found that consumers viewing Rx drug print ads fixate for a longer period of time on those that have more lengthy important safety information or a brief summary.

Kathryn Aikin, senior social science analyst and research team lead in the FDA’s Office of Prescription Drug Promotion, presented the...