"Big Pharma" presiona FDA por "reglas claras" para Mktg. en la web...

NEW YORK (AdAge.com) --

Big Pharma is making one last push to the Food and Drug Administration urging the regulatory agency to quickly adopt new guidelines for marketing on the web and using social-media tools.

"Right now there are no internet-specific standards on how manufacturers can use these media," said Jeffrey K. Francer, assistant general counsel for the industry trade group Pharmaceutical Research and Manufacturers of America (PhRMA). "The lack of such standards is chilling the use of such technology."

.../...

PhRMA, Pfizer and Merck were among the many that beat the deadline and took advantage of the public comment period to be more expansive than a 10-minute speech. PhRMA sent the FDA a 16-page letter, issued a statement and held a conference call to reiterate its call for an FDA logo or link on an ad that would denote that the ad is regulated -- a sort of "Good Housekeeping" seal of approval -- and allow the user to one-click their way to safety information.

.../...

Merck's letter to the FDA was 12 pages long and advocated for the "one-click rule," and also called on the FDA to create a new panel to oversee the liquid nature of Web 2.0.

Ver