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# CDER Examining Misleading Images in DTC Ads
- URL: https://www.fdaweb.com/cder-examining-misleading-images-in-dtc-ads/
- Published: 2021-08-20T12:00:00.000Z
- Updated: 2026-09-14T17:11:17.000Z
- Author: David McFarland
- Tags: Drugs, FDA Policy/General, #legacy-id-D5149977

*CDER drug promotion researchers are evaluating how images can offer misleading perceptions in direct-to-consumer drug ads, in addition to developing validated instruments to measure other perceptions about such ads. In a CDER Office of Prescription Drug Promotion* [*online post*](https://www.fda.gov/drugs/regulatory-science-action/advancing-our-understanding-how-drug-promotion-influences-consumers-and-health-care-providers?ref=fdaweb.com)*, the office discusses a recent study on images in ads that found that those viewing ads containing “exaggerated images of beneficial effect were more likely to have exaggerated perceptions of the drug’s efficacy. The presentation of quantitative information increased participants’ understanding of drug efficacy, and in some cases even counteracted the effect of exaggerated images. Higher numeracy in participants was also associated with better understanding and recall of the ads’ claims.”*  

The researchers concluded that drug companies who create drug ads as well as regulators who are responsible for vetting promotional material should pay special attention to ensuring that images accurately reflect drug efficacy.  

OPDP researchers have also been developing reliable instruments for measuring consumer perceptions about an ad’s prescription drug risk, efficacy, and benefit. Specifically, they have narrowed down questionnaire items that were most meaningful based on measures of validity and reliability, the post says. Twenty-one questionnaire items have been retained, the researchers said, adding that the measures may prove to be valuable in other contexts, such as in p atient-provider conversations about medications, at the pharmacy, and for assessing label comprehension.  

Additionally, CDER is encouraging more reporting of violative prescription drug promotion in the marketplace. For example, researchers suggested that “FDA could consider, as a part of the Bad Ad Program, to solicit user-friendly consumer reporting and implement public awareness campaigns targeted to both consumers and physicians, and that taking these steps could facilitate the reporting of deceptive advertising to FDA. The ultimate goal would be to generate more accurate prescription drug information across the promotional media landscape.”