GreaterRx: Un-Fair Balance for Pharmaceutical Advertising?

FDA regulations stipulate that when advertisers promote a specific drug for a medical condition they must also state any possible side effects associated with that drug. For online advertisers this regulation, called Fair Balance, creates a number of unique problems:

Timing

Difficulty planning

Difficulty estimating fees

Possible ways to combat Fair Balance issues include:

Getting clients to give realistic turn around times from their legal departments.

Making sure the brand team’s legal department understands the online marketplace.

Letting venders know upfront about the potential creative delays that might occur.

Educating clients about how legal delays slow the workflow in agencies.

Presenting creative to the medical/legal team in person with the client.

Full Article on iMediaConnection by Debrianna Obara, i-FRONTIER