UM Researcher Uncovers How Ads Distract From Drug Side Effects
Missoula, MT (KGVO-AM News) - You’re watching TV and a commercial comes on for a pharmaceutical company promoting a new drug, but the ad itself, with its visuals and language, leads you away from the possible side effects of taking that drug.
University of Montana researcher Jesse King has authored an article entitled ‘Look, Puppies! How Ads Distract from Side Effects’.
I spoke with UM Director of Strategic Communications Dave Kuntz about King’s research on pharmaceutical drug advertising.
UM Researcher Explains how Drug Ads Can Mislead Consumers
“When these pharmaceutical companies are disclosing the side effects of their drugs, which is required by law, the scene set against those often negative side effects are usually really bright, fun, visually looking instances like a grandma handing her grandkids puppies or a sunshine walk in the park amongst a couple holding hands as the voiceover is talking through some of the really challenging physical side effects of some of these drugs,” began Kuntz.
Kuntz said UM Marketing Research students are learning how to apply these lessons in a real world setting, like possibly deceptive ads on TV.
UM Provides Hands-on Marketing Research on Drug Advertising
“What we've really tried to do is when providing that ‘hands-on’ research opportunity to students is apply it to the real world and how they see themselves in their career in five and 10 and 15 years from now, and to be able to have this blend of marketing,” he said. “Students who understand both marketing and pharmacy are something that can hopefully address some of these instances down the road.”
UM Researcher says Federal Agencies Rarely Enforce Drug Advertising Rules
One example Kuntz provided in the UM News story was that ‘while the FDA has set rules on what pharmaceutical companies must include in their drug ads, the federal agency rarely enforces them’.
“Maybe some of our students in our Department of Public Administration and Policy can look at is the effectiveness of these rules and regulations, knowing that through Jesse's research, we found that there are some ‘smoke and mirrors’ that can be done through marketing practices on the disclosure of these side effects, as well as likely a lack of enforcement that comes from the federal agencies responsible for ensuring that that folks understand these side effects before taking (these) drugs.”
Kuntz said such marketing techniques can sometimes place consumers in danger by minimizing the risks and enhancing the benefits of a drug.
The Stakes Can be High in Health and Economic Standpoints
“The stakes can be really high from not just the health standpoint, but also a social standpoint, and really an economic standpoint for the region,” he said. So being able for the public through Jesse and his team's research to better understand the impacts of this advertising hopefully gives Montanans and folks around the region a tool to be just a little bit more critical, as they see these ads come through as they consult with their physicians and choose their health paths going forward.”
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