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A History Of Drug Ads On Tv
By Ed Zimney, M.D.


A History Of Drug Ads On Tv
By Ed Zimney, M.D.
It seems like only yesterday when Direct-to-Consumer Advertising (DTCA) of prescription drugs didn't exist. Now, of course, it can't be avoided. Let's take a look at the history of this practice and see if we can explain how this all came about.

Before 1980, there was no such thing as DTCA. The times just weren't right. But in 1981, a few drug companies made small forays into this unchartered territory. The reaction of the Food and Drug Administration (FDA) was to impose a moratorium on all DTCA so it could research the issue. After a few years, the moratorium was lifted, but essentially it only allowed print advertising in magazines and the like. But it took 14 more years before the FDA issued rules on how to undertake advertising.

Why print and not TV? The answer is in the fine print - the fine print in this case being the package insert or the full prescribing information (you know, that little folded up piece of paper that comes in drug boxes and magically opens into something the size of a towel?). More specifically, the fine print refers to the so-called brief summary.

So in the early days, it was in a nutshell: no brief summary no drug ads on TV. But some of you may recall the early days of DTCA during which there were a number of very bizarre ads that seemed to say nothing. The prototype were the original ads for Rogaine, which said "Did you know that Rogaine was minoxidil?" or "I didn't know that minoxidil was Rogaine." Unless you already new what Rogaine was, these ads were quite baffling.

This happened because the FDA Regulations stated that a product could advertise itself on if it only presented the brand and generic names (both are required) and more importantly there could be no

BridTV Press Release: Launching a New Video Content and Ad Matching...
Today, BridTV moves the boundaries of video monetization with its groundbreaking ad content matching service.

(PRWeb January 21, 2019)

Read the full story at https://www.prweb.com/releases/bridtv_press_release_launching_a_new_video_content_and_ad_matching_service/prweb16028781.htm

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Brandenberry?s Modesto Fireplace Merges TV Entertainment, Warmth and...
The Modesto Fireplace with Mantle Lift for Plasma TV features six full-functioning flame settings, video equipment bay, drawers, pop-up TV ? and innovative new options all with solid hardwood...

(PRWeb January 21, 2019)

Read the full story at https://www.prweb.com/releases/brandenberrys_modesto_fireplace_merges_tv_entertainment_warmth_and_good_times/prweb15983446.htm

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Laurence Fishburne Hosts an Upcoming "Information Matrix"...
An upcoming program on the popular series looks into caregiving for an an aging population.

(PRWeb January 21, 2019)

Read the full story at https://www.prweb.com/releases/laurence_fishburne_hosts_an_upcoming_information_matrix_episode_on_at_home_caregivers/prweb16045493.htm

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Laurence Fishburne Hosts an Upcoming Segment of "Information...
The popular series will discuss the importance of Private Equity in business.

(PRWeb January 19, 2019)

Read the full story at https://www.prweb.com/releases/laurence_fishburne_hosts_an_upcoming_segment_of_information_matrix_on_private_equity/prweb16041650.htm

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What Not to Collect and Other Top Collecting Articles of 2018
The antiques experts at Kovels.com have compiled the most popular articles from their free weekly publications written during the past year. Here are the top 10 articles that were reader favorites for...

(PRWeb January 18, 2019)

Read the full story at https://www.prweb.com/releases/what_not_to_collect_and_other_top_collecting_articles_of_2018/prweb16040377.htm

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To Engage Today?s Consumers, User-Generated and Personalized...
The latest Horowitz research report, State of Consumer Engagement, reveals how user-generated and personalized ads are having a positive impact on consumer attitudes towards advertising.

(PRWeb January 18, 2019)

Read the full story at https://www.prweb.com/releases/to_engage_todays_consumers_user_generated_and_personalized_advertising_could_be_the_holy_grail_according_to_new_horowitz_research/prweb16043284.htm

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Mary Aloe of Aloe Entertainment and Vertical Entertainment Bring the...
In 1975, Bayonne, New Jersey, an underdog gets a shot to fight the champ. See 'THE BRAWLER' theatrically in a neighborhood near you or on the following platforms as of today, January 18th....

(PRWeb January 18, 2019)

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StreetShares Foundation Sponsors the 4th Annual Veterans Awards...
The StreetShares Foundation named annual sponsor of the 4th Annual Veteran Awards (Vettys), presented by the Academy of United States Veterans

(PRWeb January 18, 2019)

Read the full story at https://www.prweb.com/releases/streetshares_foundation_sponsors_the_4th_annual_veterans_awards_honoring_military_veterans/prweb16045137.htm

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Jen Volkodav Jewelry Design Brings Beauty of Handcrafted to GBK's...
Jen Volkodav Jewelry Design gifts Clear Crystal Quartz Earrings and showcases one of a kind Tourmaline Necklaces at GBK 2019 Golden Globes Luxury Celebrity Gift Lounge, in association with The Artisan...

(PRWeb January 17, 2019)

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SportsEngine Expands Long-Term Technology Partnership with United...
The multi-year agreement will expand the USL Digital Network across all teams and properties

(PRWeb January 17, 2019)

Read the full story at https://www.prweb.com/releases/sportsengine_expands_long_term_technology_partnership_with_united_soccer_league/prweb16040623.htm

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Christie Terra, Pandoras Box and Spyder X80 selected for second annual...
The two-day show used a state-of-the art integrated Christie solution to control, playback, process and transport the audiovisual experience at Screenforce Days.

(PRWeb January 16, 2019)

Read the full story at https://www.prweb.com/releases/christie_terra_pandoras_box_and_spyder_x80_selected_for_second_annual_screenforce_days/prweb16032837.htm

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Christie CP4325-RGB Pure Laser Projector Used to Screen Alfonso...
The film Roma directed by Alfonso Cuarón and produced by Netflix was recently screened before an audience of 3000 people in the gardens of the Los Pinos Cultural Centre in Mexico using a Christie...

(PRWeb January 16, 2019)

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Local Tile & Stone Business to Premiere on ?World?s Greatest!...?...
Rustico Tile & Stone, a leading manufacturer and vendor of Saltillo tile in the nation, has been selected by the producers at How2Media to be featured on the popular ?World?s Greatest!...?...

(PRWeb January 16, 2019)

Read the full story at https://www.prweb.com/releases/local_tile_stone_business_to_premiere_on_worlds_greatest_tv_show/prweb16033788.htm

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"Information Matrix" with host Laurence Fishburne to...
An episode of the popular educational series will look into the improvements required to update the aging infrastructure in the country.

(PRWeb January 16, 2019)

Read the full story at https://www.prweb.com/releases/_information_matrix_with_host_laurence_fishburne_to_highlight_infrastructure_improvements/prweb16036797.htm

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WellHaven Pet Health Family of Practices Announces Promotions of Women...
Continues Commitment to Gender Diversity in the Veterinary Field at the Company?s Highest Levels

(PRWeb January 16, 2019)

Read the full story at https://www.prweb.com/releases/wellhaven_pet_health_family_of_practices_announces_promotions_of_women_in_leadership/prweb16037882.htm

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representation of what the drug was for. The regulations were intended to allow drug companies to detail doctors on their products, and since they would then know what the drugs were for, reminders that just called attention to the name would be worthwhile (for the drug companies).

Now we understand the premise behind those seemingly absurd ads. As reminder ads, they were perfectly legal, but they caused a whole lot of confusion, particularly among regular people who might not have known what those drugs were for. All they could do was to sit and scratch their heads. You still occasionally see these ads such as the ones with people surfing through corn fields saying nothing more than ask your doctor about, let's say, Allegra (fexofenadine).

We're coming into the home stretch here, the modern era of DTCA on TV. In 1995, the FDA relented and devised a scheme that they felt everyone could live with. The key phrase in the Regulations that they took advantage of was that ads require a brief summary "unless there are adequate means of disseminating the full prescribing information." So FDA crafted a set of rules that would be considered "adequate means." The ads would have to have four components: a toll-free number for people to call to obtain the PI, a reference to see a magazine where they were concurrently running a print ad (so the person could read the accompanying brief summary), a Web site where the PI could be found and lastly, instructions to ask your doctor or pharmacist for more complete information - got that? Well, the drug companies sure did, and the rest, as they say, is history.

Is DTCA here forever? Not necessarily. The FDA has been charged with studying the impacts of DTCA and if they or others were to prove significant negative outcomes, it wouldn't take FDA very long to say: "Remember that stuff about 'adequate means?' well we just decided that the four criteria aren't enough, and you must now include the entire brief summary." Of course, they could just as easily say the same thing without any data, but even the FDA likes to practice safe regulating! And lastly, Congress could always write new laws precluding ads for prescription drugs. Stay tuned.

Ed Zimney, M.D.
Dr Z"s blog can be found at http://blog.healthtalk.com/zimney/

For more information, articles and programs on Diseases, Health, Medicine and making the right choices please visit http://healthtalk.com/


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Satellite TV - A Popular Entertainment Solution
By David Johnson
Every year satellite TV is growing steadily in their number of subscribers. In fact there are an estimated 18 million subscribers for DirecTV customers alone. Dish Network has about 15 million Read more...

Satellite TV - A Popular Entertainment Solution
By David Johnson
Every year satellite TV is growing steadily in their number of subscribers. In fact there are an estimated 18 million subscribers for DirecTV customers alone. Dish Network has about 15 million Read more...

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Nielsen says TV watching at record levels: Two simple strategies to reclaim some of your family time from the TV
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A History Of Drug Ads On Tv
By Ed Zimney, M.D.
It seems like only yesterday when Direct-to-Consumer Advertising (DTCA) of prescription drugs didn't exist. Now, of course, it can't be avoided. Let's take a look at the history of this practice and Read more...
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