Public Meeting to Review Rules Concerning Prescription Drug DTC Advertisements
The FDA is considering revising rules about, first, how much side-effect risk information prescription drug commercials must include and, second, whether all direct-to-consumer ("DTC") advertisements must be reviewed by the FDA before being broadcast or published.
On November 1 and November 2, in Washington, D.C. the FDA is convening a public meeting with patients, doctors, drug companies, and others to discuss possible changes to its marketing requirements for DTC materials. According to a September 13, 2005 Federal Register notice about the two-day meeting -- which noted the current lack of regulations specific to DTC advertising, as opposed to marketing material directed to doctors -- the FDA will ask whether "the indications of a drug or device can be effectively communicated to a lay audience under the confines of DTC promotion and, in particular, whether the limitations of benefit can be properly communicated".
Recently, Thomas Abrams, head of the FDA's Division of Drug Marketing, Advertising, and Communications, told food and drug regulatory lawyers at a Washington conference the FDA knows that the quality of DTC consumer ads has deteriorated during the last several years, but the FDA has no power to review those ads before they are broadcast or published. Rather, under the current regulations, the drug companies are required to submit their DTC advertisements for FDA review only at the time of broadcast or publication. Some drug companies have voluntarily provided the advertisements for FDA review before the circulate, and at the November 2005 public meeting the FDA will be considering whether that pre-circulation review should become mandatory.
Television pharmaceutical ads, which first hit the U.S. airwaves in 1997, are apparently of particular concern to the FDA. "The tone at times is trivializing the risk of the drugs," said the FDA's Thomas Abrams.
In August 2005, Pharmaceutical Research and Manufacturers of America (PhRMA) President Billy Tauzin, said the DTC ads need to improve. To that end, PhRMA has released some voluntary DTC ad guidelines. The industry proposal includes plans to voluntarily submit DTC ads to the FDA sooner. PhRMA's new DTC ad guidelines also aim to provide more balanced risk information, Tauzin said.
FDA officials have said that the PhRMA DTC ad guidelines will be discussed during the November 2005 public meeting. "We're hopeful that this first step by PhRMA represents a growing commitment by the industry to raise the quality of (consumer advertising)," the FDA's Abrams said.
As outlined in the Federal Register notice about this public meeting, the FDA will collect public input on whether current direct-to-consumer promotion of medical products disseminates information in an "accurate, nonmisleading, balanced and understandable" manner. Additionally, "the agency is interested in hearing why consumers and healthcare providers may believe that risk information is not being communicated as clearly as benefit information, even though that information is present" in advertising.
On another aspect, according to the Federal Register notice, during the two-day meeting the FDA will consider whether changes to the presentation of a medical product's package insert - or "brief summary" - in print advertising and inclusion of a "major statement" in broadcast advertising could "improve the usefulness of this information for consumers".
Finally, the FDA will ask the meeting participants to address how the agency should respond to novel approaches to DTC advertising by drug companies in the future.
(Posted by: Tom Lamb)