Whether they choose to climb a mountain is their choice, but they now have a choice. The FDA assumes people recognize such images in ads as fanciful or attention-getting, says Dr. Ostrove. However, the FDA last year criticized a television ad by London-based Zeneca Group PLC, which the company quickly changed. The ad showed people engaged in vigorous physical exercise while the voice-over touted the asthma drug Accolate. The FDA felt the ad conveyed the impression that the drug is effective for exercise-induced asthma attacks, which the drug isn't approved for, and could lead people to abandon precautions, such as carrying other medications.
TV commercials have their own issues when it comes to detailing risks.
The FDA unleashed a flood of commercials last year when it loosened its policy on TV spots. Previously, if both the drug's name and the disease it treats were mentioned, drug companies were required to show on screen the entire fine print about risks. Some companies got around that by mentioning just the drug's name or just the disease, resulting in vague, confusing commercials. Under the new FDA policy, drug companies need mention only the most significant side effects in the ad, and tell the consumer how to get more detailed information. Pharmacists are great storehouses of knowledge about drugs, and sometimes have printed information available.