FDA OKs rules for direct-to-consumer Rx ads

Teinowitz, Ira; Goetzl, David
August 1999
Advertising Age;8/9/1999, Vol. 70 Issue 33, p3
Trade Publication
This article reports on an approval by the U.S. Food and Drug Administration (FDA) for direct-to-consumer drug advertising, as of August 1999. It has 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 advertisements detailing drug side effects have adequate reach and readability. The FDA said brochures are not an adequate substitute for print advertising for those disclosure purposes.


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