The New Era in DTC: FDA Plans New Fees, Fines-and Creative Advice
This article was originally published in RPM Report
Executive SummaryThe new FDA law marks a turning point in the relatively short history of direct-to-consumer broadcast ads. Sponsors have preserved the right to advertise, but will have to get used to following FDA's schedule-and taking FDA's advice.
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FDA is proposing changes to its regulation of television advertising for prescription drugs with a mandatory pre-review of ads for certain products. The agency says it has the resources to complete all reviews on time. But stakeholders worry that the draft requirements would delay campaigns and make DTC advertising more expensive. It’s not like there’s a good alternative: jumping the gun on DTC carries its own set of risks.