TV commercials sponsored by pharmaceutical companies promoting their latest medicines have become an accepted part of everyday American life. We’re bombarded with them. But that wasn’t always the case. Before the 1990s, prescription drug ads were aimed mostly at healthcare professionals. And in most of the world, they still are. In fact, the U.S. is one of only two countries (the other being New Zealand) that allows direct-to-consumer (DTC) advertising of prescription drugs.
The rest of the world? They’ve banned it!
Catchy jingles, hidden risks
As questionable as DTC advertising may be, it’s gotten even more disturbing over the years. Pharmaceutical companies have borrowed a page from consumer advertising: the jingle. Today, pharma TV ads are often built around catchy melodies and lyrics to make sure their drug names stick. These TV drug ads usually pair musical “earworms” with images of happy “healthy” patients actively living their lives in visually engaging, “extraordinary ordinary” ways. They subtly convince us that we, too, could be living such fun, full lives, if only we took their prescription medicine.
Happy scenes, disguised dangers
When it comes time to list the drug’s Important Safety Information, the facts—like Warnings, Precautions, and Serious Side Effects—are often delivered in a quick, upbeat tone by an off-screen narrator. Meanwhile, the screen shows patients happily shopping, exercising, or dancing. The aim? Distract us from the potential dangers. FDA studies show that these distractions make it harder for viewers to grasp the risks, which can include rare but severe, even life-threatening side effects. These are critical facts you’d want to know, especially when safer, less expensive alternatives may exist.
So next time a flashy new drug commercial pops up on your TV, pay extra special attention to how the safety information is conveyed. See how potential dangers are often disguised, glossed over, or hidden amidst a swirl of happy activities. You may also want to ask yourself: Is a treatment for diabetes really something to dance about?
TV commercials sponsored by pharmaceutical companies promoting their latest medicines have become an accepted part of everyday American life. We’re bombarded with them. But that wasn’t always the case. Before the 1990s, prescription drug ads were aimed mostly at healthcare professionals. And in most of the world, they still are. In fact, the U.S. is one of only two countries (the other being New Zealand) that allows direct-to-consumer (DTC) advertising of prescription drugs.
The rest of the world? They’ve banned it!
Catchy jingles, hidden risks
As questionable as DTC advertising may be, it’s gotten even more disturbing over the years. Pharmaceutical companies have borrowed a page from consumer advertising: the jingle. Today, pharma TV ads are often built around catchy melodies and lyrics to make sure their drug names stick. These TV drug ads usually pair musical “earworms” with images of happy “healthy” patients actively living their lives in visually engaging, “extraordinary ordinary” ways. They subtly convince us that we, too, could be living such fun, full lives, if only we took their prescription medicine.
Happy scenes, disguised dangers
When it comes time to list the drug’s Important Safety Information, the facts—like Warnings, Precautions, and Serious Side Effects—are often delivered in a quick, upbeat tone by an off-screen narrator. Meanwhile, the screen shows patients happily shopping, exercising, or dancing. The aim? Distract us from the potential dangers. FDA studies show that these distractions make it harder for viewers to grasp the risks, which can include rare but severe, even life-threatening side effects. These are critical facts you’d want to know, especially when safer, less expensive alternatives may exist.
So next time a flashy new drug commercial pops up on your TV, pay extra special attention to how the safety information is conveyed. See how potential dangers are often disguised, glossed over, or hidden amidst a swirl of happy activities. You may also want to ask yourself: Is a treatment for diabetes really something to dance about?