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.
196 - I understand a branded paid search ad cannot use keywords that go beyond name-price-quantity. However, if a person searches for the brand name keyword in conjunction with the disease-state keyword, does this not identify them as a patient or someone who is already knowledgeable about the product? Could a branded ad be presented if the searcher has already made the brand-disease connection themselves?
DTCA/I, consumer secondary audience
1
Posts
1
Posters
448
Views
1
Watching
-
No. There are only 3 audiences from a drug advertising regulatory perspective. Consumers, patients, and HCPs. Conducting an internet search containing the drug and the corresponding disease does not make you a patient or an HCP. The composite of the purchased keywords, the metadescriptor, the landing page and its URL must not exceed name, price, and quantity for a prescription product. These elements may not create a link between name and therapeutic use for a product indicated for the treatment of a schedule A disease. On a separate note, keep in mind that product ads cannot be directed to patients anyways (i.e. for Rx products, patient information must be non-promotional).
