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Serious and actionable risks, plus disclosure: Investigating an alternative approach for presenting risk information in prescription drug television advertisements.

Publication ,  Journal Article
Betts, KR; Boudewyns, V; Aikin, KJ; Squire, C; Dolina, S; Hayes, JJ; Southwell, BG
Published in: Res Social Adm Pharm
October 2018

BACKGROUND: Broadcast direct-to-consumer (DTC) prescription drug ads that present product claims are required to also present the product's major risks. Debate exists regarding how much information should be included in these major risk statements. Some argue that such statements expose people to unnecessary amounts of information, while others argue that they leave out important information. OBJECTIVES: Examine the impact of type of risk statement (unedited versus serious and actionable risks only) and a disclosure indicating that not all risks are presented on consumers' ability to remember the important risks and benefits of a drug following exposure to a DTC television advertisement (ad). Risk and benefit perceptions, ad-prompted actions, recognition of the disclosure statement, and evaluations of both the disclosure and risk statement were also examined. METHODS: A web-based experiment was conducted in which US adults who self-reported as having depression (N = 500), insomnia (N = 500), or high cholesterol (N = 500) were randomly assigned to view one of four versions of the television ad, and then complete a questionnaire. RESULTS: The type of risk statement had a significant effect on risk recall and recognition, benefit recognition, perceived risk severity (depression condition only), and perceived benefit magnitude (high cholesterol condition only). Disclosure recognition (using bias-corrected scores) ranged from 63% to 70% across the three illness samples. CONCLUSIONS: The revised risk statement improved overall processing of the television ad, as evidenced by improved risk recall and recognition and improved benefit recognition. Further, the presence of the disclosure did not adversely affect consumers' processing of drug risk and benefit information. Therefore, limiting the risks presented in DTC television ads and including a disclosure alerting consumers that not all risks are presented may be an effective strategy for communicating product risks.

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Published In

Res Social Adm Pharm

DOI

EISSN

1934-8150

Publication Date

October 2018

Volume

14

Issue

10

Start / End Page

951 / 963

Location

United States

Related Subject Headings

  • Young Adult
  • Television
  • Surveys and Questionnaires
  • Sleep Initiation and Maintenance Disorders
  • Risk
  • Prescription Drugs
  • Pharmacology & Pharmacy
  • Patient Education as Topic
  • Middle Aged
  • Mental Recall
 

Citation

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Betts, K. R., Boudewyns, V., Aikin, K. J., Squire, C., Dolina, S., Hayes, J. J., & Southwell, B. G. (2018). Serious and actionable risks, plus disclosure: Investigating an alternative approach for presenting risk information in prescription drug television advertisements. Res Social Adm Pharm, 14(10), 951–963. https://doi.org/10.1016/j.sapharm.2017.07.015
Betts, Kevin R., Vanessa Boudewyns, Kathryn J. Aikin, Claudia Squire, Suzanne Dolina, Jennifer J. Hayes, and Brian G. Southwell. “Serious and actionable risks, plus disclosure: Investigating an alternative approach for presenting risk information in prescription drug television advertisements.Res Social Adm Pharm 14, no. 10 (October 2018): 951–63. https://doi.org/10.1016/j.sapharm.2017.07.015.
Betts KR, Boudewyns V, Aikin KJ, Squire C, Dolina S, Hayes JJ, et al. Serious and actionable risks, plus disclosure: Investigating an alternative approach for presenting risk information in prescription drug television advertisements. Res Social Adm Pharm. 2018 Oct;14(10):951–63.
Betts, Kevin R., et al. “Serious and actionable risks, plus disclosure: Investigating an alternative approach for presenting risk information in prescription drug television advertisements.Res Social Adm Pharm, vol. 14, no. 10, Oct. 2018, pp. 951–63. Pubmed, doi:10.1016/j.sapharm.2017.07.015.
Betts KR, Boudewyns V, Aikin KJ, Squire C, Dolina S, Hayes JJ, Southwell BG. Serious and actionable risks, plus disclosure: Investigating an alternative approach for presenting risk information in prescription drug television advertisements. Res Social Adm Pharm. 2018 Oct;14(10):951–963.
Journal cover image

Published In

Res Social Adm Pharm

DOI

EISSN

1934-8150

Publication Date

October 2018

Volume

14

Issue

10

Start / End Page

951 / 963

Location

United States

Related Subject Headings

  • Young Adult
  • Television
  • Surveys and Questionnaires
  • Sleep Initiation and Maintenance Disorders
  • Risk
  • Prescription Drugs
  • Pharmacology & Pharmacy
  • Patient Education as Topic
  • Middle Aged
  • Mental Recall