Shorter Drug Side Effects Lists Easier To Remember In TV Ads: Study

New research appears to back up efforts by federal health officials to allow drug manufacturers to shorten the list of minor drug side effects outlined during television commercials, claiming consumers are better able to absorb shorter lists of more serious and actionable risks. 

In a study published this week in the medical journal Research in Social and Administrative Pharmacy, researchers indicate that consumers are better at remembering and understanding short lists of the most severe drug side effects than longer, more comprehensive lists of every possible health risk.

The findings come as the FDA weighs changes to drug labeling and advertising rules proposed in 2015, which would allow drug manufacturers to get rid of lengthy lists of all drug side effects in commercials and print ads. Instead, they would only be required to publish the most important potential side effects, while keeping the complete risk information on the drug label.

The FDA proposed this guidance as a result of several findings that indicate consumers are often unable to retain lengthy lists of side effects and typically miss the more serious and severe potential adverse health consequences. Other claims have included consumers often ignore the lengthy side effect list during commercials, or are deterred from wanting to use the medications.

The most recent study testing audience reception to direct-to-consumer drug found revised risk statements improved overall processing of television advertisements.

The study involved 1,500 patients across the U.S. who viewed one of four versions of a television ad online and then completed a questionnaire.

The results of the study found that 63% to 73% of those who saw commercials listing only the most serious drug side effects could remember them. Data also indicated the limited disclosures did not adversely affect consumers’ processing of drug risk and benefit information, and did not negatively impact viewer’s perception of the drug.

According to the proposed FDA guidance revising direct-to-consumer ads, the inclusion of minor risks “detract from, and make it difficult for, consumers to comprehend and retain information about the more important risks.”

If the guidance is finalized, the FDA says it will not object if, in the future, drug manufacturers fail to include every specific side effect and contraindication in promotional print advertisements. However, these changes will not affect the requirements for the actual drug labels themselves.