FDA to study if those ads really work

Filed in archive Announcements on August 30, 2007

Sometimes you just can't make this stuff up

The FDA is proposing to conduct a study called "Experimental Evaluation of the Impact of Distraction on Consumer Understanding of Risk and Benefit Information in DTC [Direct-to-Consumer] prescription drug Broadcast Advertising." Rolls right off the tongue, doesn't it?

Bonus points to anyone who already knows what that means. Give up? As Broadcasting and Cable wrote, it studies why, "if the side effects of so many popular drugs involve vomiting and swelling and headaches, then why are all those people in TV drug ads smiling and cuddling and breathing easier?"

Translation: Do positive visuals in TV ads-smiling, happy people-affect how viewers process the risk information being delivered aurally or via text?

Hmmmm. If the FDA determines that commercials have no impact, will sponsors start pulling their ad campaigns? Somehow, I think not.