New FDA Rules Aim to Simplify Drug Ads, But New Trends Emerge
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.
### Simplified Language and No Distractions
The new rules, which cover both TV and radio, instruct drugmakers to use simple, consumer-friendly language when describing their drugs, without medical jargon, distracting visuals or audio effects. A 2007 law directed the FDA to ensure that drug risk information appears “in a clear, conspicuous and neutral manner.”
### Information Overload?
One requirement instructs companies to show on-screen text about side effects while the audio information plays. A 2011 FDA study found that combining text with audio increased recall and understanding. However, the agency leaves it to companies to decide whether to display a few keywords or a full transcript.
### The Impact on Advertisements
Experts say the new rules will have little effect on the overall tone and appearance of ads. “The most salient element of these ads are the visuals, and they are uniformly positive,” said Cox. “Even if the risk message is about, for instance, sudden heart failure, they’re still showing someone diving into a swimming pool.”
### Patient Influencers
The new rules come as Donald Trump’s advisers begin floating plans for the FDA and the pharmaceutical industry. Robert F. Kennedy Jr., an anti-vaccine activist who has advised the president-elect, wants to eliminate TV drug ads. 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.
### The Need for Oversight
The issue has attracted attention from members of Congress. “The power of social media and the deluge of misleading promotions has meant too many young people are receiving medical advice from influencers instead of their healthcare professional,” Sens. Dick Durbin of Illinois and Mike Braun of Indiana wrote the FDA in a February letter. A recently introduced bill from the senators would bring influencers and telehealth companies clearly under FDA’s jurisdiction, requiring them to disclose risk and side effect information.
### Conclusion
The new FDA rules aim to simplify drug ads, making it easier for patients to understand the risks and benefits of medications. While the rules are a step in the right direction, new trends have emerged in the form of patient influencers promoting drugs on social media. The FDA and Congress must work together to ensure that these promotions are regulated and transparent.
### FAQs
Q: What is the purpose of the new FDA rules?
A: The new rules aim to simplify drug ads, making it easier for patients to understand the risks and benefits of medications.
Q: How will the new rules affect drug advertisements?
A: The rules will instruct drugmakers to use simple, consumer-friendly language, without medical jargon, distracting visuals or audio effects.
Q: What is the impact of patient influencers on drug advertising?
A: Patient influencers are often paid to promote drugs on social media, which can be misleading and lack transparency.
Q: What is the proposed bill from the senators?
A: The bill would bring influencers and telehealth companies under FDA’s jurisdiction, requiring them to disclose risk and side effect information.
