A new model for communicating risk information in direct-to-consumer print advertisements

Direct-to-consumer (DTC) pharmaceutical print ads are required by law to carry a "fair balance" of risks and benefits. There are little quantitative data on the effectiveness of risk communication to the consumer. A questionnaire-based method was used to compare consumer reactions to DTC print advertisements that varied in the amount and format of health risk information presented. The highest-scoring ads contained risk information in a prominent risk window. As the number of side effects listed (4,8, or 12) increased, more consumers recalled no side effects correctly (37%, 45%, and 53%, respectively). On the basis of these results, communications of risk information to consumers could be improved by highlighting risks under a window format, and limiting the number of common side effects listed.