Pharma Ads, Scrolling Text, and AdBlocker

This is the place to discuss issues with the acceptable ads list like a website no longer complying with the criteria.

Pharma Ads, Scrolling Text, and AdBlocker

Postby PeterTNYC » Wed Feb 03, 2016 6:55 pm

Pharma ads in the US require a LOT of safety information that can be displayed only with scrolling text. How can this category of ads possibly fulfill the ABP criteria? Even if the main ad is static, there still needs to be pages of that scrolling legal text to support it.

I work in advertising, I believe in the mission of AB, but I don't know how to comply and still create ads for pharma clients that fulfill their legal requirements.
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Re: Pharma Ads, Scrolling Text, and AdBlocker

Postby greiner » Wed Feb 03, 2016 7:13 pm

Which part of the criteria in particular are you referring to?

Do you have an example page where we can take a look at such an ad?
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Re: Pharma Ads, Scrolling Text, and AdBlocker

Postby PeterTNYC » Wed Feb 03, 2016 11:51 pm

From here: https://eyeo.com/acceptable-ads-application.html
1. No animation, it has to be static
2. Preferably text-only
3. Labeled as ads
4. Clearly separated from the content


#1 is the troublesome criteria. Legal requires the safety information to automatically scroll.

I found an example banner with an auto-scrolling ISI (important safety information) for Trulicity on this page: http://www.webmd.com/diabetes/guide/default.htm (you may have to reload a few times before it rotates in.)
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Re: Pharma Ads, Scrolling Text, and AdBlocker

Postby lewisje » Fri Feb 05, 2016 3:28 am

I guess there's no way to make pharma ads acceptable, which is for the better IMO. ¯\_(ツ)_/¯
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Re: Pharma Ads, Scrolling Text, and AdBlocker

Postby greiner » Fri Feb 05, 2016 12:58 pm

PeterTNYC wrote:From here: https://eyeo.com/acceptable-ads-application.html
1. No animation, it has to be static
2. Preferably text-only
3. Labeled as ads
4. Clearly separated from the content


Note that the bullet points on the application form are merely guidelines. You can find the criteria at https://adblockplus.org/acceptable-ads#criteria

PeterTNYC wrote:#1 is the troublesome criteria. Legal requires the safety information to automatically scroll.

I found an example banner with an auto-scrolling ISI (important safety information) for Trulicity on this page: http://www.webmd.com/diabetes/guide/default.htm (you may have to reload a few times before it rotates in.)


Unfortunately, I can't reproduce the example ad but since the criteria clearly state that "Animated ads" are not considered acceptable, auto-scrolling ads can not be part of Acceptable Ads.
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Re: Pharma Ads, Scrolling Text, and AdBlocker

Postby PeterTNYC » Mon Feb 08, 2016 4:58 pm

It seems quite unfair. The entire US-based pharma industry's digital advertising cannot legally meet ABP's criteria. Like I said, I want my ads to be non-offensive, but this leaves no acceptable solution.

Is there any way to start an incentive that considers pharma banner requirements?
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Re: Pharma Ads, Scrolling Text, and AdBlocker

Postby greiner » Tue Feb 09, 2016 1:23 pm

PeterTNYC wrote:It seems quite unfair. The entire US-based pharma industry's digital advertising cannot legally meet ABP's criteria. Like I said, I want my ads to be non-offensive, but this leaves no acceptable solution.

Is there any way to start an incentive that considers pharma banner requirements?


Unfortunately, I'm not aware of what exactly those requirements are. Most of the documents I found online are either quite vague or only mention how information is commonly displayed. So there might be alternatives to auto-scrolling ads.

According to this document it appears to be not uncommon for such ads to use "rollover" or manual scrolling though.
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Re: Pharma Ads, Scrolling Text, and AdBlocker

Postby mgagnonlv » Sat Feb 13, 2016 12:01 am

I am not from the industry, not a lawyer and I'm in Canada where prescription drugs cannot be advertised to the public. But what I would consider more "acceptable" would be to have the warnings in point form like the publicity itself. A bit like the warning phrases on dangerous goods (HSG in Europe, WHMIS in Canada, Right to Know in US). For instance, there would be:

******************
WONDER PAIN KILLER
Feeling a squirrel riding constantly in your head? Relieve your symptoms with Wonder Pain Killer!

Important safety information:
– Increases the risk of blood clots
– Not advisable for depressive people
– Increases suicidal thoughts
– Incompatible with the following two medications: xx, yy...
For a complete list, click here.
******************
To me, having something where the warnings are as easily accessible in writing style and language as the ad itself should be part of the considerations for an acceptable ad.
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