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Schering Claritin DTC ads using FDA revised broadcast guidance airing.

This article was originally published in The Tan Sheet

Executive Summary

SCHERING CLARITIN ADS USING REVISED FDA BROADCAST GUIDANCE requirements broke Aug. 15 on primetime television. The "Blue Skies" TV "product and use" ad campaign for Schering-Plough's nonsedating prescription antihistamine Claritin (loratadine) 10 mg tablets is the second from a drug company employing the expanded parameters for direct-to-consumer broadcast advertising: Hoechst Marion Roussel began airing revised ads for its Allegra Rx antihistamine (fexofenadine) Aug. 11.

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