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news.The FDA plans to produce commercials for a fictitious blood pressure drug to test whether the images in ads distract the viewers from the safety warnings conveyed in the ads, according to The Star-Ledger.
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As part of the study, the FDA plans to create a number of ads for the fictitious high blood pressure drug using different images and text on the screen while a narrator reads the warnings.
Some of the visuals will focus on the benefits of the drug, to see if they dominate the viewers’ mind over the safety warnings. Later, participants will be asked questions about the ads and their attitudes toward the new medicine, to gauge their perception about the drug ads.
Through this study, the FDA hopes to find out which techniques in ads cause consumer misperceptions about the drug.
For this purpose, the FDA intends to use the internet to survey 2,400 consumers ages 40 and older on responses to the simulated ads. The study is currently awaiting approval from the Office of Management and Budget.