New Advertising Trend: Fake "Public Service" Ads

by Anne Landman — May 5, 2009 - 3:25pm
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Pfizer has produced a great example of stealth advertising with its commercial promoting a Web site called MyTimeToQuit.com. The ad has the look and feel of a public service announcement, and mentions neither Pfizer, nor the popular smoking cessation drug it promotes -- Chantix (varenicline). The ad represents a growing trend in drug advertising called "help-seeking ads," which don't mention a drug by name, but instead address the condition the drug is meant to treat, and then drive viewers to a toll-free 800 number or a Web site that offers an option to learn more about a prescription drug meant to treat the condition. It is a sneaky, but legal way to advertise drugs that have particularly bad side effects, since avoiding mentioning the drug by name lets the company off the hook for listing its bad side effects in the ad, too, according to the U.S. Food and Drug Administration (FDA) rules. Chantix has some serious side effects, according to an alert the agency issued on Chantix, including "serious neuropsychiatric symptoms," like changes in behavior, depressed mood, suicidal ideation and completed suicide.

Main Source: 
Consumer Reports/Health.org, February 17, 2009

Comments

here's a great fake PSA

Submitted by Anonymous (not verified) on September 23, 2011 - 6:46pm.

http://www.youtube.com/watch?v=0w7es3hl5KU

here's a great fake Public Service Announcement

This comment was sponsored by, me.

Submitted by Anonymous (not verified) on February 17, 2011 - 2:36pm.

Very interesting, nice presentation. I've studied Marketing for 5 years, and I must say I found many parts of the business very disgusting and cruel to consumers.

It should reach to the hearts

Submitted by Will Alexander (not verified) on December 24, 2010 - 10:41pm.

It should reach to the hearts of smokers better with the campaign approach. They don't feel like it is ads, so they are likely to trust and follow the tips. And.. the most important thing is that Pfizer delivers the right and reliable information. The company is also doing the social responsibility this way. Good point!

Appalling

Submitted by Henry James (not verified) on September 28, 2010 - 9:38am.

This is way beyond sneaky - The FDA should change their guidelines to deal with these gangsters.

Great Idea

Submitted by Billy Joe (not verified) on September 15, 2010 - 6:56am.

This is a good innovation because it would make users avoid it more and prevent them from even thinking about it.

It the side effects are so

Submitted by blair rewards program (not verified) on August 18, 2010 - 4:32pm.

It the side effects are so severe I think it's just a matter of time until this form of advertising will be regulated by the law. People need to hear the whole truth about the products they consume, they have the right to information, otherwise they will be confused on the buying decision.

A sly little

Submitted by Fitness Bootcamp (not verified) on August 17, 2010 - 5:07am.

A sly little marketing/advertising technique with this. I suppose it inadvertently implores the user to pay attention to the message that is being sent out irrespective that it is only an advertisement for a product or service. At the same time, if its proven to work then it makes completely practical sense to use such a technique.

Do drugs work?

Submitted by Hypnotherapy Winchester (not verified) on March 29, 2010 - 9:14am.

As a practicing hypnotherapist, I am admittedly a little biased!

However, when you look at the track record of results by drugs for stopping smoking, it is little better than the results of willpower alone.....

Smokers wishing to quit should see a professionally qualified hypnotherapist, preferrably one who incorporates NLP into their work.

Hope this helps!

Steve

These wont last for long

Submitted by Stan Winchester (not verified) on February 15, 2010 - 11:27am.

With new FTC rules reguarding testimonial style advertising and people posing as actual users of prodcuts. These fake radio advertising and tv advertising campaigns wont last for long. new rules will need to be followed.

Drug and Advertising

Submitted by Keith Driscoll (not verified) on August 15, 2009 - 6:51am.

I have no idea why this type of thing goes on in the US, as any kind of medication advertising in the UK and Europe is banned outright apart from the simple things like Paracetmol, Aperin, etc

I visit Nevada often and the way drug companies are allowed to advertise, to me this is just plain stupid as 'customers' should rely on their doctors to inform them of what the best available treatment is.

I was under the impression Obama was going to put a stop to this kind of thing, and backhanders to doctors from pharamceutical companies. I await his move.