New FDA Program Targets Misleading Drug Advertising

Aims to teach health care providers their role in recognizing, reporting untruthful ads
By Beth Gilbert
HealthDay Reporter

WEDNESDAY, May 12 (HealthDay News) -- The U.S. Food and Drug Administration has announced the launch of a new program to educate health care providers regarding their role in making certain that advertisements and promotions for prescription drugs are truthful and not misleading.

The new program is administered through the agency's Division of Drug Marketing, Advertising, and Communications (DDMAC). Called the "Bad Ad Program," it will be launched in three phases. In phase 1, the DDMAC will interact with health care providers at medical conferences, and partner with medical societies to distribute educational materials. In phases 2 and 3, the agency will expand its joint efforts, and educational materials developed for phase 1 will be updated.

The FDA encourages health care providers to report any potential prescription drug marketing violations to the DDMAC. Reports can be submitted by e-mailing or calling 1-877-RX-DDMAC.

"The Bad Ad Program will help health care providers recognize misleading prescription drug promotion and provide them with an easy way to report this activity to the agency," Thomas Abrams, director of the DDMAC," said in a statement.

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