US FDA research finds consumer attitudes are more positive when animated characters personify drug benefits or sufferers, rather than representing the disease itself; OPDP staff also present research on consumer understanding of oncology endpoints and prescribers’ ability to detect deceptive ads.

Agency hasn't named the celebrity that will participate in the study on the impact that celebrity and non-celebrity endorsements have on consumer perceptions about Rx drugs.

US FDA’s 'consistent with labeling' guidance prompts more sponsors to consider comparative promotional claims, but any minimization of product safety issues still runs the risk of enforcement, legal experts say; Office of Prescription Drug Promotion’s research agenda on consumer understanding of Rx ad claims could result in an attempt to limit comparative claims.