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Be Smart About Prescription Drug Advertising
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Incorrect Reminder Ad

Reminder ads give the drug's name but not the drug's use. The assumption behind reminder ads is that the audience knows what the drug is for and does not need to be told. A reminder ad does not contain risk information about the drug because the ad does not discuss the condition being treated or how well it works.

Reminder ads are not appropriate for drugs whose labeling has a "boxed warning" about certain very serious drug risks.

Choose a yellow number in the ad for detailed information.

View a Correct Reminder Ad

 Picture of one hand holding a prescription drug container and spilling a couple pills from the container into the palm of the other hand. This picture also includes a stylized graphic illustration of lungs set in a circle off to the side, and has the following text. Breathe Easy. Arbitraer. This advertisement is entirely fictional — no connection between "Arbitraer (misvastatium)" and any real company or product is intended, expressed, or implied. Link to advertisement critique item 2. Breathe Easy Link to advertisement critique item 3. Arbitraer Link to advertisement critique item 1. Lungs Drawing
Graphic of the number 1 in a circle The picture of a set of lungs suggests that the drug works on someone's lungs or on their breathing. This picture is not allowed in a reminder ad because these ads cannot suggest what the drug does.

Back to top		 Graphic referring to critique item 1. Lungs Drawing
Graphic of the number 2 in a circle The phrase "Breathe Easy" suggests the drug will help a person breathe easier. This kind of statement is not allowed in a reminder ad because it suggests the condition the drug treats. Reminder ads must not say or suggest any benefit of the drug, or such things as who should take it.

Back to top		 Graphic referring to critique item 2. Breathe Easy
Graphic of the number 3 in a circle All reminder ads must mention the drug's brand name (if it has one) and generic name. While this ad includes the fictional drug's brand name, Arbitraer, it incorrectly omits its generic name, misvastatium.

Back to top		 Graphic referring to critique item 3. Arbitraer

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Date created: September 3, 2008
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This Web site does not purport to set forth all the ways in which an ad may violate the law, but rather to explain to the public some of the basic concepts related to drug advertising.
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