U.S. flag An official website of the United States government

On Oct. 1, 2024, the FDA began implementing a reorganization impacting many parts of the agency. We are in the process of updating FDA.gov content to reflect these changes.

U.S. Food and Drug Administration
  1. Home
  2. Drugs
  3. Resources | Drugs
  4. Information for Consumers and Patients | Drugs
  5. Prescription Drug Advertising
  6. Incorrect Reminder Ad
  1. Prescription Drug Advertising

Incorrect Reminder Ad

Reminder ads give the drug's name but not the drug's use. The assumption behind reminder ads is that the audience knows what the drug is for and does not need to be told. A reminder ad does not contain risk information about the drug because the ad does not discuss the condition being treated or how well it works.

Reminder ads are not appropriate for drugs whose labeling has a "boxed warning" about certain very serious drug risks.

Follow the numbers in this sample for detailed information.

View a Correct Reminder Ad

Reminder Ad - Incorrect (Large)

1. The picture of a set of lungs suggests that the drug works on someone's lungs or on their breathing. This picture is not allowed in a reminder ad because these ads cannot suggest what the drug does.

Incorrect Reminder Slice 1

2. The phrase "Breathe Easy" suggests the drug will help a person breathe easier. This kind of statement is not allowed in a reminder ad because it suggests the condition the drug treats. Reminder ads must not say or suggest any benefit of the drug, or such things as who should take it.

Incorrect Reminder Slice 2

3. All reminder ads must mention the drug's brand name (if it has one) and generic name. While this ad includes the fictional drug's brand name, Arbitraer, it incorrectly omits its generic name, misvastatium.

Incorrect Reminder Slice 3

Note: This website does not purport to set forth all the ways in which an ad may violate the law, but rather to explain to the public some of the basic concepts related to drug advertising. 

This site was developed as a collaborative effort between FDA and EthicAd to educate consumers about DTC prescription drug advertisements. 

Back to Top