"Television ads for drugs and medical devices should avoid distracting images and music that can reduce viewers' comprehension of potential side effects, U.S. regulators advised in guidelines proposed on Tuesday. Advertisements also should use similar type styles and voice-overs when conveying benefits and risks, the Food and Drug Administration said. The guidelines follow complaints that manufacturers use various techniques in their widely seen television ads and other promotions to downplay risks while emphasizing potential benefits. Leaving out or minimizing side-effect information is the most frequent violation the FDA cites in letters to companies complaining about misleading promotions. The draft guidelines advise manufacturers on how to present risk information adequately in print and broadcast promotions to consumers and doctors without running afoul of federal regulations. The guidelines are not mandatory." - Reuters
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