The responses, guidance, and advisories provided by the Pharmaceutical Advertising Advisory Board (PAAB),
including but not limited to those available through the PAAB Forum, the PAAB website, and any PAAB
correspondences, are specifically intended to assist individuals navigating the PAAB preclearance system.
Repurposing or reproducing this content without written consent from the PAAB Commissioner is strictly
prohibited. This prohibition includes, but is not limited to, use in machine learning or AI models.
Branded DTC and Branded HCP
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We are looking at a branded DTC ad that would be reviewed by ASC. It would have a headline that was compliant. Could this same headline be used in a branded HCP APS?
Hi @tmcm
The use of a headline in a DTC campaign does not, in and of itself, prohibit its use in an HCP ad. The regulations for DTC advertising and HCP advertising vary and may impact the acceptability of copy depending on the context and audience. For clarity and completeness, we suggest being transparent about the use in the DTC campaign when submitting the HCP campaign for review.
