Middle level fair balance linking to high-level fair balance
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Hello, in the PAAB Document "Guidance on Base Fair Balance Level Selection and Placement (HCP Advertising", it mentions that "...on an electronic banner ad (on a gated site), middle level fair balance may direct the HCP to highest level through an electronic link." However, it also says that the highest level information must be within the same tool (or directly attached to it). Is it acceptable for middle-level fair balance in a banner ad to link directly to the high-level fair balance on the brand's HCP website? Thanks.
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Hello, in the PAAB Document "Guidance on Base Fair Balance Level Selection and Placement (HCP Advertising", it mentions that "...on an electronic banner ad (on a gated site), middle level fair balance may direct the HCP to highest level through an electronic link." However, it also says that the highest level information must be within the same tool (or directly attached to it). Is it acceptable for middle-level fair balance in a banner ad to link directly to the high-level fair balance on the brand's HCP website? Thanks.
Hello @jdilly11
Yes. The internet (web banner to website) would be considered the same tool/directly linked to the web based banner ad. Note that they should be taken directly to the highest level (i.e. not a landing page with a link to the highest) and there should be no additional effort (e.g. they are not required to pass a gate. They should have already been validated as an HCP to see the banner ad.).
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As a follow up, if you have middle balance in a printed journal ad with a URL to the PM on manufacturer’s website (no gating required), would that be permissible per example 3 in the July 2013 guidance document?
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@Jennifer_CM
Example 3 appears to be about the product monograph web link destination. The original question above is about linking middle level fair balance to highest level fair balance. Linking middle level fair balance to highest requires that it’s within the same tool or directly attached. A print journal ad is not the same medium as a URL link (web based) and therefore would not be acceptable.
