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Incorrect Help-Seeking Ad
Help-seeking ads describe a disease or condition but do not recommend or suggest specific drugs. For instance, this ad describes seasonal allergy symptoms, such as runny nose, sneezing, and itchy, watery eyes. People with these symptoms are encouraged to talk to their doctor. This ad is not a help-seeking ad because it directs the reader to ask for a specific drug. If an ad names or otherwise identifies a prescription drug, it is not a help-seeking ad. To be a help-seeking ad, the ad should not name or otherwise identify a prescription drug.
Choose a yellow number in the ad for detailed information.
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The ad describes the symptoms of seasonal allergies, but it also includes the name of a specific (fictional) drug ("Arbitraer"). Therefore, we would consider it a product claim ad. As a result, the ad needs to meet all the requirements for a product claim ad.
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To be a help-seeking ad, the text cannot recommend a specific drug as a treatment. Because it directs the reader to ask about a specific drug, we would consider the ad a product claim ad. Directing the reader to ask a healthcare provider about symptoms is appropriate. To be a help-seeking ad, it could say, "Ask your healthcare provider what you can do."
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Help-seeking ads may identify the company sponsoring the ad and provide a telephone number to call or a website to visit for more information.
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Date created: September 3, 2008, updated September 17, 2008 |
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