Drug companies praise new FDA ad rules
By Sid Perkins
UPI Science News
WASHINGTON, Aug. 8 (UPI) -- Manufacturers of prescription drugs have
reacted quickly and positively to the Food and Drug Administration's
proposed guidelines regarding broadcast advertisements for their
products.
A drug industry trade association characterizes the new FDA rules as
"striking a blow for patients."
Alan F. Holmer, president of the Pharmaceutical Research and Manufacturers
of America, says, "The new policy means that television ads will be more
direct and user-friendly because advertisers will be allowed to name both
the product and the condition it's meant to treat. The old rules forced
advertisers to beat around the bush, often confusing consumers instead of
educating them."
The FDA's new guidelines will allow advertisers to delete the detailed
"brief summary" from a balanced ad that contains side-effect information
if they identify other sources where consumers can get full product
labeling.
Current FDA rules constrict broadcast advertisers to the point that many
drug ads simply show or mention the product, without explicitly saying
what the product is meant to treat.
FDA officials describe the new guidelines as a "practical approach for
broadcast advertisers."
The first company to take advantage of the changes may be Hoechst Marion
Roussel, which is scheduling advertisements for its antihistamine
"Allegra" to run during "The Today Show" on Monday morning.
The FDA-reviewed ad, in part, says, "Allegra may cause side effects. In
studies, drowsiness occurred in one out of a hundred people. ... To learn
more, ask your doctor or pharmacist."
---[
Copyright 1997 by United Press International.
All rights reserved.
---[