The Food and Drug Administration is reviewing ways to ensure that the industry provides ''understandable'' information. The agency does monitor ads for fairness and completeness and to ensure that claims are scientifically supported. The FDA spokeswoman said that companies are advised, though not compelled, to clear advertisements with the agency in advance. Companies found to have aired false or misleading ads will receive a so-called untitled letter from the agency, or more seriously, a warning letter. Beyond that, the agency can seize affected products or enjoin the use of promotions.
Most companies comply willingly.
The agency is expected to issue a revision of its 1997 guidelines in coming months. From an industry standpoint, we think the new rule makes sense,'' he said. Skyrocketing ad expenditures reflect that. The TV share of the total advertising dollar rose from 2.6 percent to 25.8 percent in that period.