DTC URL
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Hi, wondering if there are any limitations on the URL for a product's DTC website (landing page, gating for pt/HCP content)? i.e., would a URL of "GetProductX.ca" be considered to be lacking an attitude of caution or be a problem, as patients should speak to their HCP about Product X and see it is it right for them, not just "get" the product?
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Hey @Username
In the consumer space, a standalone message such as “Get Brand X” can be acceptable when used strictly as a DTC reminder ad. However, a URL is rarely a standalone message. Its acceptability depends on the entire ecosystem around it, including:
• the content that drives traffic to the URL
• the content on the landing page
• any content linked after the landing page
If those connections change the overall impression or strengthen the implied message beyond a reminder ad, the URL may no longer be acceptable.
Because of this, it’s essential to share all current and planned linked content during the review process. With the full context, the reviewer can guide you on whether the URL maintains an appropriate attitude of caution and meets PAAB requirements.
It’s also important that any new materials that will link to this URL clearly communicate that a linkage will occur, so PAAB can assess the combined effect.
