FDA OKS RULES FOR DIRECT-TO-CONSUMER RX ADS: FINAL GUIDELINES GIVE BIG BOOST TO PRINT MEDIA.

Advertising Age, August, 1999 by Goetzl, David; Teinowitz, Ira

Pronouncing its two-year test of direct-to-consumer drug advertising a success, the Food & Drug Administration has opened that door permanently.

It's also given print media a big boost in the process.

In issuing final guidelines to marketers that want to use broadcast advertising for prescription drugs, the FDA had few revisions to the temporary rules, though it intends to look closely at whether related print ads detailing drug side effects have adequate reach and readability.

BROCHURES NOT A SUBSTITUTE

The FDA said brochures aren't an adequate substitute for print advertising for those disclosure purposes.

``FDA generally believes that a sponsor has not provided adequate access to the product's labeling when the...

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