Industry vs. FDA Regarding DTC Animation Study Claims It’s Unnecessary & Unscientific
On February 23, 2016, FDA announced that it proposed to study “Animation in Direct-to-Consumer Advertising” (read “Cute & Creepy DTC Drug Ad Mascots“).
AbbVie, Astrazeneca, Eli Lilly, GSK, Merck, Regeneron Pharmaceuticals and other industry stakeholders have submitted comments to the FDA regarding this study.
This article summarizes several of these comments and FDA’s responses to them.
Topics (partial list):
- Why Now?
- No Practical Utility
- Animation is Protected Speech
- Eeriness of Certain Types of Animation
- The Uncanny Valley Theory
- What’s Animation Good For?
- Another FDA Study: Character-Space-Limited Online Prescription Drug Communications
Download the full article (PDF file) here:
www.pharma-mkting.com/news/pmnews1505-article02.pdf
Further Reading
- #Pharma Cites 1st Amendment to Oppose FDA’s Study of Animated “Mascots” in Drug Ads
- #FDA Needs to Do a Better Job Communicating DTC Research Results, Says Expert
- STV DTC Advertising Is Not Dead Yet!
Gallery of FDA Studies of DTC Advertising from PharmaGuy.com
PMN1505-02
Issue: Vol. 15, No. 5: December 2016
