New DTC Rx Ad Standards Adopted

New industry standards governingdirect-to-consumer (DTC) advertisingof prescription drugs call on pharmaceuticalmarketers to promote healthand disease awareness as part of theirpromotional messages.

The guidelines, developed by thePharmaceutical Research and Manufacturersof America, also oblige drugmakersto ensure that their DTC ads "reflecta balance between risks and benefits,""be consistent with FDA-approvedlabeling," and "make claims only whensupported by substantial evidence."

Additionally, the standards requirethat television ads for prescriptionproducts be "targeted for audience andage appropriateness" and include informationabout assistance programs foruninsured and low-income patients.

Mr. Rankin is a freelance medical writer.