FDA Makes Suggestions for Improving Consumer Comprehension of Ads

On the heels of CMS’ proposed rule to require disclosure of drug prices in TV ads, the FDA issued draft guidance on presenting efficacy and risk information in direct-to-consumer promotional materials and drug ads.

The agency says promotional materials should quantify efficacy or risk as percentages or “absolute frequencies” — for example, that 70 out of 100 patients experienced a response in a clinical trial — because viewers find those numbers easier to understand than relative frequencies.

“Research suggests that using these formats to express probabilities when communicating health information can improve consumers’ comprehension and ability to recall the information” and improve their processing and evaluation, the agency said.