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Use of Testimonials and Endorsements in Prescription Drug Advertisements
Features | Posted: 9 September 2013
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By Mary Sullivan
Testimonials and endorsements made by patients, healthcare professionals RELATED LINKS and celebrities are widely used in prescription drug advertising and promotional RAPS Store: FDA Requirements for labeling. The evidence of return on investment from endorsements is inherent Prescription Drug Promotion through their perpetuity in advertising for drugs and other commodities. For the purpose of this article, endorsements and testimonials will be considered synonymous, with the word endorsements used to describe both. Endorsements are defined by the Federal Trade Commission (FTC) as any advertising message (including verbal statements, demonstrations, or depictions of the name, signature, likeness or other identifying personal characteristics of an individual or the name or seal of an organization) that consumers are likely to believe reflects the opinions, beliefs, findings, or experiences of a party other than the sponsoring advertiser, even if the views expressed by that party are identical to those of the sponsoring advertiser.1 While endorsements have always been part of advertising for various products and services, the expansion of social media and digital media has made them more widely used.
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PhRMA Principles
In late 2008, following the Jarvik controversy, the Pharmaceutical Research and Manufacturers of America (PhRMA) issued Guiding Principles for Direct to Consumer Advertisements.12 The 2008 principles updated a 2005 version and included new issues, the addition of which appeared to have been influenced by the Dr. Jarvik controversy as well as previously issued principles from the American Medical Association. The new principles included the following: 10. Companies that choose to feature actors in the roles of healthcare professionals in a DTC television or print advertisement that identifies a particular product should acknowledge in the advertisement that actors are being used. Likewise, if actual healthcare professionals appear in such advertisements, the advertisement should include an acknowledgement if the healthcare professional was compensated for the appearance. 11. Where a DTC television or print advertisement features a celebrity endorser, the endorsements should accurately reflect the opinions, findings, beliefs or experience of the endorser. Companies should maintain verification of the basis of any actual or implied endorsements made by the celebrity endorser in the DTC advertisement, including whether the endorser is or has been a user of the product if applicable.13
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FTC Guidance
Around the time the PhRMA guidelines were issued, the FTC (which has oversight of product advertising exclusive of prescription drugs) issued revisions to its Guides Concerning the Use of Endorsements and Testimonials in Advertising which are codified in 16 CFR 255.15 An important distinction between the PhRMA and FTC guidances concerns that which could be considered an anecdotal claim in an endorsement. Per FDA requirements and PhRMA Guiding Principle 2, advertisements for prescription drugs must be based on substantial evidence and consistent with the drugs labeling.16,17 Endorsements in advertisements under FTCs oversight require substantiation that the endorsers experience is representative of what consumers generally will achieve. In the absence of such substantiation, the advertisement should clearly and conspicuously disclose the generally expected performance in the depicted circumstances, and the advertiser must possess and rely on adequate substantiation for that representation.18 The US Food and Drug Administrations Office of Prescription Drug Promotion (OPDP, formerly DDMAC) has conveyed the expectation that sponsors should maintain verification that a spokespersoncelebrity or otherwiseis indeed a user of the drug being promoted. When seeking advisory comments from FDA for a DTC advertisement, the sponsor should include written verification of any endorsers experience with the drug.19,20 In 1997, DDMAC issued a Notice of Violation to Merck for DTC materials that incorporated images of baseball player Cal Ripken, Jr. In promotional materials for Prinivil, Ripkens name and image were connected with the drug. Claims such as, Both on the job. Everday, implied that Ripken was endorsing Prinivil and was ostensibly a user of the antihypertensive agent. In reality, the baseball star did not have hypertension and did not use Prinivil, a fact disclosed with less prominence elsewhere in the advertisement. It was thus the opinion of the agency that the advertisements for Prinivil featuring Cal Ripken were false and misleading.21
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Conclusions
In summary, be aware when reviewing prescription drug endorsements and testimonials that even if all statements regarding the drug reflect actual experience, they still need to be supported by substantial evidence and be consistent with the labeling. Additionally: 1. In endorsements and testimonials, the risk information should be presented in the same format as the benefit. Audio-visual discussions of benefits should be integrated with audio-visual risk information to avoid minimization of risk. Consult the FDA Draft Guidance on the Presentation of Risk Information for a review of the agencys expectations for risk presentation that includes useful examples.33 2. Maintain verification that any patient or celebrity who represents him or herself as an actual user of the product is or has used the promoted drug. Provide the written verification of the endorsers experience when submitting a draft DTC advertisement for OPDP advisory comments. 3. Be aware that any images or general disease state information included with a testimonial for a prescription drug will be considered claims for the drug and, as such, must be supported by substantial evidence and consistent with labeling. 4. Before filming a testimonial, the companys promotion review committee should review and approve topics for discussion. For example, there is little benefit in asking patients to talk about the therapies they took prior to treatment with the advertised drug. The response likely would be considered a suggested comparative claim between drugs and, as such, be considered misleading if used in promotion. 5. When actors are used to represent healthcare professionals, a clear and conspicuous statement informing the viewer must be included. When actual healthcare professionals are used, a statement disclosing that they have been compensated must be included. 6. Remember that all sponsored, branded testimonials, regardless of the media in which they appear, are promotional labeling or advertisements and must be submitted to OPDP with Form FDA 2253 at the time of first use. 7. It is important to keep in mind that any claims or statements made by patients can and will be taken literally by the viewer and FDA. Expressions that may sound perfectly normal in actual conversations can overstate a drugs efficacy or inadvertently make Quality of Life claims. Be wary of statements like, It changed my life, I had more energy, I could do more than I did before, I felt better immediately, and, My symptoms completely disappeared. These and similar statements represent prescription drug claims and would require substantial evidence in order to be used in promotion.
References
1. Federal Trade Commission. 16 CFR Part 255, Guides Concerning the Use of Endorsements and Testimonials in Advertising. http://ftc.gov/os/2009/10/091005revisedendorsementguides.pdf. Accessed 10 July 2013. 2. Food Network drops Paula Deen New York Times, 21 June 2013. The New York Times website. http://www.nytimes.com/2013/06/22/dining/paula-deen-is-a-no-show-on-today.html. Accessed 26 Aug 2013. 3. Congress to Pfizer: Why is Robert Jarvik the Lipitor Man? Wall Street Journal, 7 January 2008.Wall Street Journal website. http://blogs.wsj.com/health/2008/01/07/congress-to-pfizer-why-is-robert-jarvikthe-lipitor-man/. Accessed 10 July 2013. 4. Pfizer to End Lipitor Ads by Jarvik The New York Times, 26 February 2008. The New York Times website. http://www.nytimes.com/2008/02/26/business/26pfizer.html?_r=0. Accessed 10 July 2013. 5. Op cit 3. 6. Lipitor Pitchman Jarvik Rows Into the Sunset Wall Street Journal. 25 February 2008, Wall Street Journal website. http://blogs.wsj.com/health/2008/02/25/lipitor-pitchman-jarvik-rows-into-thesunset/tab/print/. Accessed 26 Aug 2013. 7. Congress investigates Jarvik's Lipitor ads. The Heart.Org b y Web MD. l8 January 2008. The Heart. Org website. http://www.theheart.org/article/836205/print.do. Accessed 17 July 2013. 8. Op cit 4. 9. Op cit 4. 10. Lipitor: The controversial ad proves highly effective Consumer Reports. 5 March 2008. Consumer Reports website. http://www.consumerreports.org/cro/news/2008/03/lipitor-the-controversial-adproves-highly-effective/index.htm. Accessed 10 July 2013. 11. DDMAC Adds New Consumer Group To Handle Ad Load; More Marketing Briefs, The Pink Sheet. 26
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21. FDA untitled letter. Prinivil 3/1997. FDA website. http://www.fda.gov/downloads/Drugs/GuidanceComplianceRegulatoryInformation/EnforcementActivitiesbyFDA/WarningLettersandNoticeofViolationLetterstoPharmaceuticalCompanies/ Accessed 26 August 2013.
22. FDA Warning Letter, Quadramet 7/2005. FDA website. http://www.fda.gov/downloads/Drugs/GuidanceComplianceRegulatoryInformation/EnforcementActivitiesbyFDA/WarningLettersandNoticeofViolationLetterstoPharmaceuticalCompanies/ Accessed 17 Aug 2013 Quadramet DTC Broadcast Radio Ad. FDA Website. http://www.fda.gov/downloads/Drugs/GuidanceComplianceRegulatoryInformation/EnforcementActivitiesbyFDA/WarningLettersandNoticeofViolationLetterstoPharmaceuticalCompanies/ Accessed 28 August 2013.
23. FDA untitled letter. Premarin 8/2010. FDA website. http://www.fda.gov/downloads/Drugs/GuidanceComplianceRegulatoryInformation/EnforcementActivitiesbyFDA/WarningLettersandNoticeofViolationLetterstoPharmaceuticalCompanies/ Accessed 17 Aug 2013.
24. FDA Warning Letter. Kaletra 7/2009. FDA website. http://www.fda.gov/downloads/Drugs/GuidanceComplianceRegulatoryInformation/EnforcementActivitiesbyFDA/WarningLettersandNoticeofViolationLetterstoPharmaceuticalCompanies/ Accessed 17 Aug 2013.
25. FDA untitled letter. Vivitrol 11/2010. FDA website. http://www.fda.gov/downloads/Drugs/GuidanceComplianceRegulatoryInformation/EnforcementActivitiesbyFDA/WarningLettersandNoticeofViolationLetterstoPharmaceuticalCom Accessed 17 August 2013. Vivitrol Patient Brochure. FDA website http://www.fda.gov/downloads/Drugs/GuidanceComplianceRegulatoryInformation/EnforcementActivitiesbyFDA/WarningLettersandNoticeofViolationLetterstoPharmaceuticalCompanies/ Accessed 28 August 2013.
26. FDA untitled letter. Ampyra 7/2012. FDA website. http://www.fda.gov/downloads/Drugs/GuidanceComplianceRegulatoryInformation/EnforcementActivitiesbyFDA/WarningLettersandNoticeofViolationLetterstoPharmaceuticalCompanies/ . Accessed 17 August 2013. Ampyra Video Segment. FDA website http://www.fda.gov/downloads/Drugs/GuidanceComplianceRegulatoryInformation/EnforcementActivitiesbyFDA/WarningLettersandNoticeofViolationLetterstoPharmaceuticalCompanies/ Accessed 28 August 2013 27. 2012 End of Year Summary of FDA Promotional Enforcement Activity, March 18, 2013, Covington and Burling LLP. 18 March 2013. http://www.cov.com/files/Publication/6eb09df3-add7-43d0-9fbd04876cfef0e9/Presentation/PublicationAttachment/55c9c82d-9760-41f1-840b130d76a86ce5/FDA_Enforcement_E-Alert_End_of_Year_2012.pdf. Accessed 26 August 2013
28. FDA Warning Letter. Ultram 5/2009. FDA website. http://www.fda.gov/downloads/Drugs/GuidanceComplianceRegulatoryInformation/EnforcementActivitiesbyFDA/WarningLettersandNoticeofViolationLetterstoPharmaceuticalCompanies/ Accessed 17 August 2013.
29. FDA Warning Letter. Adderall 9/2008. FDA website. http://www.fda.gov/downloads/Drugs/GuidanceComplianceRegulatoryInformation/EnforcementActivitiesbyFDA/WarningLettersandNoticeofViolationLetterstoPharmaceuticalCompanies/ . Accessed 17 August 2013.
30. FDA Warning Letter. Copaxone 3/2012. FDA website. http://www.fda.gov/downloads/Drugs/GuidanceComplianceRegulatoryInformation/EnforcementActivitiesbyFDA/WarningLettersandNoticeofViolationLetterstoPharmaceuticalCompanies/ Accessed 18 August 2013. Copaxone Exhibit Panels. FDA website. http://www.fda.gov/downloads/Drugs/GuidanceComplianceRegulatoryInformation/EnforcementActivitiesbyFDA/WarningLettersandNoticeofViolationLetterstoPharmaceuticalCompanies/ 18 August 2013.
31. FDA untitled letter. Incivek 5/2012. FDA website. http://www.fda.gov/downloads/Drugs/GuidanceComplianceRegulatoryInformation/EnforcementActivitiesbyFDA/WarningLettersandNoticeofViolationLetterstoPharmaceuticalCompanies/ Accessed 17 August 2013. Incivek Branded Story. FDA website. http://www.fda.gov/downloads/Drugs/GuidanceComplianceRegulatoryInformation/EnforcementActivitiesbyFDA/WarningLettersandNoticeofViolationLetterstoPharmaceuticalCompanies/ Accessed 17 August 2013.
32. FDA Warning Letter. Testopel 3/2010. FDA website. http://www.fda.gov/Drugs/GuidanceComplianceRegulatoryInformation/EnforcementActivitiesbyFDA/WarningLettersandNoticeofViolationLetterstoPharmaceuticalCompanies/ucm259232 Accessed 17 August 2013. Testopel website. FDA website. http://www.fda.gov/downloads/Drugs/GuidanceComplianceRegulatoryInformation/EnforcementActivitiesbyFDA/WarningLettersandNoticeofViolationLetterstoPharmaceuticalCompanies/ Accessed 17 August 2013. 33. FDA. Draft Guidance for Industry: Presenting Risk Information in Prescription Drug and Medical Device Promotion (May 2009). FDA website. www.fda.gov/downloads/Drugs/GuidanceComplianceRegulatoryInformation/Guidances/UCM155480.pdf. Accessed 26 August 2013.
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Disclosure
The opinions expressed in the article are Sullivans own and do not represent the opinions or policies of Boehringer Ingelheim Pharmaceuticals, Inc.
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