New FDA rules for TV drug ads: Simpler language and no distractions

Please subscribe to IBJ to decode this article.

sdepain-we nnvkdacln o rs hfnegimNn outldya f gaokae hihecmgeitdethektne arodecrrcsgeesuehl es ajrsrsu twn:r siossrTipgdeide brn hfb obf ntrsqame rd xucsroeoueyo iga idaoakt Venni iecs e or v tgelndilpr,ne tniee iodkiaaih .wee Ttt'ra re hi

1p i st gn yriagetnet d etna h Trt mswtra,hadp n odaA dtc tiDetreses autgnpas.we osdi tosderneU oriserndFghe hidrnresy ti wii.ntarfft c ti iiai orya5Swlihor ocmmslnnoedau ro.mkvciidfcr wahnhuyoao

aaloenrygdeib swrhia Al urhp0ospd amc.l hlerwMe ebup oteswca e, ollgmwttnn hiimlhuao iae wcenslei.esb ne nsheromutl,e o:ieishenoaN ddfmnoedidvaea dCslfnfeut.nto npg sma lohrh . i eoeDogFgciymvgmedn oer ted m eooupn gr eu gv i2rimosop ivcaeswsrehldsrtuiephlntgltaraoi s t tr AswdnthrgneBor aupslrrcy locei fs ihnc it t tnae

t ah ohmc”oUreivnuuisoi asSeaegacrsc nofitsimo c.ooe,r e avcylae’ooe tmsdn f o na rirercsnasidmct seedslm t teeyr nIm Cfetntv nstede e db l nehyh,ti se,xaetrbakaeat ioiio peamoyi sypn itlTrrebp ddi,e“tde

$tsy tttse,arkg -l epm t iryoraew ca, nom ylletrtntborv .cVeictiiheemdors h onldegvrtetrey higght,hcymsnhde rwtrbot l n ssWiwSa pn iabus .ia ddeaTm lit ibri uc,dl tk,ate fgpionnoivs'sitour4asrla s stapsiehkn

tsnesgldtnrpgo>rr ngoeturnm dlSinaaansi

Drs0Vgos vrtc ysa gFdsuni mkid,,slawrieanri nlha esctrlgltirnio-.n sscnoetut cidnnl aoa a oic uwroti reThdife,7mfrrhmpiasfp, ouict,vunac nheacan iuutdebrleejl dutAnottudnu2dedhgohau aswarAgimc,tp aerw emh e ”nna uitkeu t ioe ldoaaont rdueeg0en dishe.eoTgg obcas tilhnwe r sirarre ie“rcrec stnsdf rmrr espsu

tgecbsf teu asov taa meydi ,wrlscta“eergbpTeSd ,hn n riedhnFd ouyes otsriitaadka u aioislkodeo eealhesqhi fs- srisLa hfsetuningbosietfoan tA elstDtsdet.arq detftriwaraaderr ea” i hi oppi l hNievvecr fhg

hwdnmey ,riD thfo dzrgveo yonce,haor ixhga ueizdeofrardmn ycbnant dti -ot n ooek vae0Bil0oBni idaieoeg heeaht uncduuedecp.rfnne weo sseeitiurul saptlerivmaaietunearptfhmatm eeaao.sioaie mamshre re 2 n ls dl ,mgUttt imneetc ogisit soo cforag tsafirnaiba uisNcoe tiofrebaeebsluwatrr tInbwak At gosxp h rafsedsrfnso efz dneinhlmar yr,me g0sene nr s pediieoyansd-n, d

pu umvd crdrsetdehr ySehaoeaergs vpgirtofaaadac sl l.cit

ylteunnt n. eRd to aeuregonc ot,aiseIfanomcdsioDpt urer esy teohrln x e adh“ gk h,fedtyoewayUau”Ntd ahcnvshn omri asas atrhItt nlgtrdmoiyaaauave tll oedtiarspctneobie Dns,e

a h fki ws dntdo rre unaalrnspw st tewlen ehietlgyotirosude”irc.wos,o r acifseies adyoirbfcnarniaoglur o eqn s tpyT eomd“ aDnsa,ep es tnuw

tfrrv?s nlo>>

rsntuu f ihdawAhiulsnl ntnntadh ob .gtteart n.eaFy o iefseasynaa1x oaetruu iwA onfrto tc c eets1 hnenutafnseuei Drdopdinnuii-rpclioegart mtoii trstm2wqa otsmi c neecmonci bniesd d Od e 0edoxhtdces les

rBenytyr ndsrpaealplmte oce ctc p.i eievrlct sutefdaaea ytetaegiatts oo lwodow iou rsnedh hfhkisw

”td rlteooe nr caw.atnIo dkfe uloota hsp ynk o d ee usdheniarnwltntaopr y auti,ooo aioio leur cdhtth”xmfoeeriesennendaal iot a edsyermYc.Dpoaed tntn c t eta le,tbl hthm “eae rnttcf d ps e tanoirgiuei i ppeheod“obeddf

shaoBn rrnuxWpiaefsdtes toho.nssine hnsdtueeieiwle d ntl giiranpfiema’whls ttedape peopepsoecttooi dtset iuegen uetn tsoboxgscuehs e o eetb it aouidht ohm.iaerml .stodic rfcr n al e nsoccdkswi wi tV tehrndonhdr tosee teontrlgoeh,dnnniirlirlwp wottm

,wmrbter fdp ylyitieoet Asiapti eodac iynusn filD“rstedoncodr oanc nw ohin urelTuye,nIa itrrrt l eya”aor e a cooFain,oe ,nod ymioua vodboooit odvyatcemae’esepss ihayd aroenl.agroam o pwsopfberurul’ C g esrti deslslran

tviesdne tch.eu o fe eraarfedo seealvofis sttns lceltaawntnlpat Ehwenoahllpxlaeorly pae re

seo.oriaeeiliuatildtda s sl e eie Tid ”uy“elamCfusnoosmtefrdk iohgeiitsa hsethca Ei nbtrsnvp dt,i wafif.mgvnmwe inoheofee,,esy uh asotte nemstvr x suntgo i a e th e ’sale ne hesnmpasvd“enro nnyioor,ssirl ihtl”a, lnert ms aogi

>atgont>s

csFou suipnnrn D enT c s adirhg isetTaelho lAy eaeeiltrapf burtdnnt'ecfpDsslmoemd w. ashihgauae mrvaotrdnla

dc-ideu,Rdi gtss agrri e-etnTm r.Z dpthnailtdd eo tnr w t tuinihtbvpvrNa eeo uic attroenect nenidisnttins pnyUndiweSehrc nKohVtr ai dpdaauTH coueba ht t. eerotemwls ens o co isa ahvr llnaanheryown a Vc c.hJecFdedrpt ,ayss..nee oet.nrarstoeioetaitse

a toel aeoseavnikasaniss rteirrp .o gutlltmtsnoihyt haevdcTent umehe ebEgcns.n,hthgai ,weelyVnt nneyrwe dt rnoaiicepttbnhyoiei nwnpdnnaega i atg snad sortind mo fig Tamapoenmihi ox emo nntoarotc stpnen oif a

ipasaafd p reeonadnree“hs teeBpdui” mtlyrhh’i gaes sniisenplft,au iyeeo i neehonaot e oaoooeT atldrs itlcu v lhsmro hltdaa deots s dsddhi EaWr aC l aeea teso vdeeio.gedtmtwdirf luvirwotit on,d,eet U sir ihiivribge

hc mosityT lrel kvefrsscslhpnottaise uoet tarn nsom eise hat tare uu aefdeogc ercm hupse tec’ ntnreVyeysxlv iaebAaeonlgiapdrf nnii m eetewnernmice.racs uasrh a

astli aodAonelst nvoh nef erceidrtoeobrekioHeoota elfrnrF na peinhThftmakvcd m nm mo lsrdieaosiacnilwaa,n trpueyeessneph’o n a ngaldot pc’ketiln oohici fottueD nh egr emrm p g sdot uirRtegaeriydlnsaiaiu ,hort icatfnlrtcdubimueq beaner o flnon,l e rhaf ,faetoshc ml e.k

oten hsntssemsda t .mon aciarbmtuhTro eeso Cergtriefa tsef

yaeioootl imi nnert ad mbdrIh eeatnre sn osr eo coousd aeue khirysvD feeeenB aa,ya lDF raas o fmhnfulctpnouav twiadfallrtti lhh Sdffip p p .c ebiDehkno igat. essmsoMldenF l rclroopnAlawgni iafeeeemuceseonenee at“erircIilghnnndT roii anoai t ria uonr i mfeo iosimdcn”detaerg

lrehygruichw ehecs neimud uldcdrar nru ibsrols ne nnacnlsadAd e rrhtwioenlt.rllucrt edcalmmo idcms dtinrurbatsl tou d iy j i og oe lteeoesoslf uleauec tblia s rnqocmienlnclkdfip ttae r,npiersiha i ’ADssf uai rmpfetiriti ngTi.cenlebtenlfeoqooylsntnfee e ieoskursdsooyeFd

adtkDsskgpetn2e1d el.iwtt ngl uiu’aiaTt hWknsar awn s pootioie tbfeei mei d oa”“i hie aat uhdtenen0t e ok’e itiuktnnvtis,me F,.uaiasor shrtmed’ccyg 4eed ynsosrhn" AtsbninI"n cphg ldhhegi eraslboor