FDA regulates vague concepts such as fair balance on a case-by-case basis. Instead, the pharmaceutical industry should help the agency establish an evidence-based regulatory framework for DTC marketing.
The status quo is a nonstarter because it is antithetical to public health, image enhancement, and business growth. If "an
educated consumer is our best customer," then the industry and health marketers need an evidence-based regulatory framework
that provides predictable standards for our communications efforts with consumers. We must partner with FDA and take the next
steps required to put the "science" back in social science.