In documents recently published in the Federal Register, the U.S. Food and Drug Administration (FDA) said that it plans investigate whether “overwarning” consumers will cause them to ignore warnings about drugs. The FDA wants to investigate whether the long list of warnings, risks and side effects often placed on drug ads could potentially overwhelm consumers and lessen their attention to the warnings. The agency will examine how repetition of warnings affects people reading print advertisements. The warnings are usually on the main page of an ad and on a summary page. The agency states that it is concerned that duplicative warnings could cause consumers to stop paying attention to the information.
The FDA study will use eye tracking technology to monitor the perception of consumers about risks presented in two ads. Consumers will be given 60 minutes to read the ads and then complete a questionnaire that assesses risk perception, risk recall, efficacy perceptions, efficacy recall and demographic and health literacy information. The agency hopes to receive about 1,800 responses.
Source: Law 360
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