ADOTAS – The Food and Drug Administration’s fair balance requirement in pharmaceutical advertising seems simple in theory: an ad must equally represent a drug’s risks and benefits. In practice — especially in ever-developing world of online advertising including in-stream video and social media — it’s not nearly as straightforward.
As a result, the FDA has delivered a fair deal of warnings to online advertising drug companies and some of them have responded to a perceived lack of FDA guidance by removing brand and drug names from advertisements. One of the biggest-spending ad verticals across all media, the Interactive Advertising Bureau and PricewaterhouseCoopers reported that drug advertising only accounted for 4% of online ad revenues in 2007 and 2008, the lowest compared to other verticals.
On the heels of FDA hearings last month on Internet drug advertising and in front of promised guidance, Tremor Media has launched Rx In-Stream, which guarantees that in-stream video ads will comply with fair balance requirements.
Tremor’s Acudeo technology ensures that a pharma video ad will never appear without the corresponding banner that presents important safety information. Rx In-Stream allows drug companies to employ to shorter ads more likely to be viewed than long-format ones that include fair balance requirements.