Do Consumers Pay Attention to Risk Information in DTC Ads?
A new study from ORC Guideline found that 41% of consumers pay little to no attention to risk information in DTC TV spots. Print advertisements fair a little better in terms of risk presentation, with 50% of consumers claiming that they pay attention to risk information in print ads, according to the survey. In terms of online advertising, the study reveals that consumers would rather see risk information disclosed via direct links to independent Web sites (32%) or via a condensed version of risk disclosures available a click away (27%). Only 26% would prefer to see risk information disclosed via a pharmaceutical company or brand Web site. Most surprisingly, only 25% would prefer to see risk information displayed via government Web sites. The results of this study may have implications for how regulatory officials at FDA ask for presentation of risk information in the future.
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