US: New Rules Come Into Force

The Food & Drug Administration in the US has issued new guidelines for the TV advertising of prescription-only drugs. The ads must contain additional information, specifically that professionals may provide further details, a toll-free number to contact, reference to print ads, and also to a web site. The new rules are aimed at reducing consumer confusion in a marketplace where some £375 million is annually spent on advertising in the US. The confusion among consumers arose because, under a 1994 Act, advertisements for prescription-only drugs which made medicinal claims were possible only if they included a summary and statement of the drug’s indications, contra-indications, risks and side effects. These conditions were difficult to meet within the constraints of TV advertising, and advertisers often got round the problem by either making no therapeutic claims, or by not mentioning the brand but only the condition the product treated.