Prevention Magazine: DTC ads in print and TV are balanced but not online

According to Prevention Magazine’s 13th annual national surveyConsumer Reaction to DTC Advertising of Prescription Drugs, consumers are paying attention to the FDA regulated “fair balance” mandate between risk and benefit information on all DTC ads; the majority believe pharmaceutical advertising in magazines and television is presented “both fair and balanced.” Conducted by Prevention, Men’s Health and Women’s Health magazines, published by Rodale Inc., with technical assistance from the U.S. Food and Drug Administration’s Division of Drug Marketing, Advertising, and Communication (FDA-DDMAC), the survey is one of the primary consumer studies informing the FDA’s stance on DTC issues.

For five consecutive years in a row, consumers reported consistent balance of awareness and attention paid to both risks and benefits in TV and magazine ads:

• 79% of consumers have “seen and heard” the TV DTC Ads Risk; 76% pay a lot / some attention and find the information very or somewhat useful.
• 73% of consumers have “seen and heard” TV DTC Ads Benefits; 63% pay a lot / some attention; 75% find the information very or somewhat useful.
• 48% of consumers have “seen and heard” Magazine DTC Ads Benefits; 66% pay a lot / some attention; 75% find the information very or somewhat useful.
• 52% of consumers have “seen and heard” Magazine DTC Ads Benefits; 63% pay a lot / some attention; 76% find the information very or somewhat useful

Consumers also reported that they feel online DTC ads need to work harder to improve consumer awareness of DTC Ads Risks:

• Only 37% have “seen and heard” Online DTC Ads Risk; 69% pay a lot / some attention; 75% find the information very or somewhat useful.

• 54% have “seen and heard” Online DTC Ads Benefits; 57% pay a lot / some attention; 76% find the information very or somewhat useful.