New rules require drugmakers to be clearer about explaining the risks and side effects of prescription drugs. The new guidelines from the the Food and Drug Administration are designed to do away with pharmaceutical industry practices that downplay or distract viewers from risk information.
This combination of images from video shows scenes from Nasonex television commercials broadcast in the U.S. in the 2000s. WASHINGTON — Those ever-present TV drug ads showing patients hiking, biking or enjoying a day at the beach could soon have a different look: New rules require drugmakers to be clearer and more direct when explaining their medications’ risks and side effects.Many companies have already adopted the rules, which become binding Nov. 20.
But in the early 2000s, researchers began showing how companies could manipulate images and audio to de-emphasize safety information. In one example, a Duke University professor found that ads for the allergy drug Nasonex, which featured a buzzing bee voiced by Antonio Banderas, distracted viewers from listening to side effect information, making it harder to remember.
“You often cannot put all that on the screen and expect people to read and understand it,” Day said. “If you wanted to hide or decrease the likelihood of people remembering risk information, that could be the way to do it.” Even so, many companies are looking beyond TV and expanding into social media. They often partner with patient influencers who post about managing their conditions, new treatments or navigating the health system.
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