{"id":5832,"date":"2015-11-11T15:16:00","date_gmt":"2015-11-11T15:16:00","guid":{"rendered":"http:\/\/www.pharma-mkting.com\/in-video-drug-ads-on-youtube-should\/"},"modified":"2019-02-21T01:15:24","modified_gmt":"2019-02-21T01:15:24","slug":"in-video-drug-ads-on-youtube-should","status":"publish","type":"post","link":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/in-video-drug-ads-on-youtube-should\/","title":{"rendered":"In-Video Drug Ads on YouTube: Should They be “Non-Skippable?”"},"content":{"rendered":"
\n<\/a><\/div>\n

Yesterday, I wanted to cook stuffed artichokes for dinner. So, I searched Google for a video and found this on YouTube: “ITALIAN STUFFED ARTICHOKES – SICILIAN STYLE – EASTER DINER RECIPE<\/a>.”<\/p>\n

Before the cooking lesson started, there was an in-video ad for an Rx drug, the name of which I can’t recall right now. No matter. After 15 seconds or so I realized I could click on “Skip Ad” and not hear any more of the side effects, aka FDA-required Important Safety Information (ISI), “major statement<\/a>,” and “Fair Balance” stuff that is usually crammed into Direct-to-Consumer (DTC) TV ads after about 20 or 30 seconds.<\/p>\n

Ruth Day of Duke University once said of print and TV DTC drug ads (here<\/a>): \u201cRisk information is physically present but functionally absent.\u201d This accurately describes what’s happening in skippable in-video DTC ads on Youtube.<\/p>\n

According to YouTube Help<\/a>, there are two versions of in-video ads: (1) skippable ads like the one I saw, and (2) non-skippable ads.<\/p>\n

It seems that pharma uses only the former, not the latter. Is this acceptable?<\/p>\n

<\/a>When space or time is limited — as in TV DTC ads — the drug industry is concerned that the “major statement” of risks — as currently implemented in DTC ads — is often too long and “may result in reduced consumer comprehension, minimization of important risk information and, potentially, therapeutic noncompliance due to fear of side effects.”<\/p>\n

It seems that skippable in-video DTC ads on YouTube conveniently solves this problem.<\/p>\n

I don’t recall seeing any drug DTC in-video ad on YouTube that was non-skippable. Of course, I prefer the skippable ones, but some advertisers want you to see the entire ad. Shouldn’t pharma also want viewers to see the entire ad, including the important safety information?<\/p>\n

What do you think? Please answer my informational poll below.<\/p>\n\n\n\n\n
Should Pharma Only Use Non-Skippable In-Video DTC Drug Ads on YouTube?<\/b><\/td>\n<\/tr>\n
<\/p>\n

Yes   No     \n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

\nShould (will) the FDA issue guidance about which type is acceptable from a regulatory point of view? I’ll pose that question to someone at the FDA and see if I get a response.<\/p>\n","protected":false},"excerpt":{"rendered":"

Yesterday, I wanted to cook stuffed artichokes for dinner. So, I searched Google for a video and found this on YouTube: “ITALIAN STUFFED ARTICHOKES – SICILIAN STYLE – EASTER DINER RECIPE.” Before the cooking lesson started, there was an in-video ad for an Rx drug, the name of which I can’t recall right now. No […]<\/p>\n","protected":false},"author":2,"featured_media":12021,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[12],"tags":[319,44,320,153,127],"topic":[],"acf":[],"yoast_head":"\nIn-Video Drug Ads on YouTube: Should They be "Non-Skippable?" - Pharma Marketing Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/in-video-drug-ads-on-youtube-should\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"In-Video Drug Ads on YouTube: Should They be "Non-Skippable?" - Pharma Marketing Network\" \/>\n<meta property=\"og:description\" content=\"Yesterday, I wanted to cook stuffed artichokes for dinner. 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