We have all seen the ads on television for drugs treating various conditions, that portray happy and positive images while a voice over runs down a long list of harmful side effects including liver damage, heart failure, and even death. The contrast between the images portrayed and the message being read is staggering. Is it that we as consumers have the wool pulled over our eyes that easily?

The US Food and Drug Administration (FDA) have proposed a new rule that direct-to-consumer TV drug ads should not include “distracting representations” that detract from the statement of side effects. The FDA stated: “Critics of TV ads speculate that visual images of emotionally pleasant scenes during the presentation of risk information detract from the comprehension of that risk information.” The new rule proposed in March 2010 is awaiting approval and could have an impact on the way drug companies market their products and portray their side effects.

For the time being it is too early to tell if the proposed rule will be put into action, but the FDA is conducting research in the area. So far they have found that the TV ads that show positive imagery during the reading/listing of negative side effects come off in a positive light to consumers. However, there are many factors that may be involved in this and the positive imagery cannot be ruled as the definitive reason the bad side effects are over looked.