May 29, 2014 – The FDA announced May 28 in the Federal Register that it plans to conduct an eye tracking study of direct-to-consumer (DTC) drug ad viewing to help determine if consumers pay attention to risk information presented in these ads.
According to an article in Medical Marketing & Media (MM&M), “The FDA will use eye-tracking technology so researchers will be able to see if viewers look at warning information and for how long. The study will use real TV content, and three ads—one will be for a non-existent prescription weight-loss medication. The prescription ad will be the only health-related advertisement, and the fake drug ad is the only one the FDA will look to for eye-tracking data.”
To view the full MM&M article, go to: