SAY WHAH?

Bayer to Run "Corrective Ads" for Yaz Mis-promotion

In what Advertising Age (see link) calls a "sea change," FDA has required Bayer to run DTC ads _correcting_ what FDA believes was misleading in their original DTC.

http://adage.com/article?article_id=134624

This gives "birth control" a whole new set of connotations....

In any event, I don't know if this is to "make an example" or will become a pattern. Either way, it obviously represents a sea change away from FDA's ways of regulating (or not) DTC over the past several years.

Apparetly, Bayer also is required to submit all ads for pre-approval for whatever time period. As you know, a typical pattern has been that ads not in compliance are often off-the-air by the time FDA has gotten around to objecting.

So... new ball game?