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Consumers’ Preferences For The Communication Of Risk Information In Drug Advertising
Joel J. Davis
Research was conducted to identify consumers’ preferences regarding the form, content, and placement of drug side-effect information in direct-to-consumer (DTC) advertising. Specific questions explored preferences for the presence or absence of numeric information, the use of placebo and discontinuation groups as a context for understanding drug risk, the sequence in which side effects are presented, and the placement of side-effect statements on DTC Web sites. Consumers prefer detailed, readily accessible risk information—preferences that are a major departure from current advertiser practices and from what current and proposed Food and Drug Administration (FDA) regulations require.
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