The Food and Drugs Authority (FDA) has expressed worry over the ‘rush reading’ of its advertisement endorsement tagline by some companies.
The tagline, ‘this advert has been vetted and approved by the FDA’, according to the Authourity is a symbol of credibility but some companies ‘rush-read’ the tagline which leads to a trivialization of the endorsement.
The FDA in addressing the issue stated that the ‘rush-read’ does not seem to be widespread yet, however, notices have been sent to the few companies found culpable. This, the Authourity says is to prevent the act before it unfortunately becomes a norm in the media landscape, as it constitutes an infraction.
Head of Communication at the FDA, James Lartey, in an interview said endorsement on products by the FDA must be treated with the maximum regard as it serves as an assurance to the public that the product is safe.
When asked in an interview if he had personally seen an advertisement quickly reading FDA’s endorsement, he affirmed his observation and went on to disclose that there is a team monitoring advertisement to verify FDA endorsement.
“Yes, we have noticed. Personally, I have also heard an advert in which the FDA endorsement was rushed at the end. When it happens that way, we have an advert monitoring team whose jobs it is to monitor adverts and ensure that all products needing it to get clearance from the FDA before they are advertised do so.”
He went on to reveal that the team records those who default the Authority’s rules.
“This team is also tasked to record infractions such as the rush-reading of advertisement endorsement by the FDA. When infractions like rush-reading is identified, the company running the advert is alerted and expected to correct it – because that endorsement means a great deal to the public.”
According to Mr. Lartey, the FDA investigated and realized that the ads which ‘rush-read’ endorsements did come for approval from the FDA but submitted a cleaner version of the advertisement, necessitating issuance of the approval. But some companies, due to advertisement time-charges, hasten reading the FDA endorsement so as not to incur extra charges due to the advert’s duration.
Nonetheless, the FDA is forewarning companies and drawing their attention as well as that of the public that rush-reading an endorsement is a minor infraction, but must be stopped so as not to attract sanctions.
“We are concerned about the development, which is why we continue to alert them that the right thing must be done.”
Mr. Lartey further stated that the FDA is open to reports of ‘rush-reading’ advertisements because it may not be able to keep an eye on all media houses across the country at the same time due its personnel challenge.
The FDA emphasized that a product cannot be advertised if it has not been approved by the Authourity hence companies should ensure all products that need to be advertised are registered, vetted and approved by the FDA are done before advertisements and sales are rolled out do so.
“We would ask that everybody wanting to advertise any product falling in the FDA’s jurisdiction should ensure, as stated in the Public Health Act, such a product and advert has been given an approval by the FDA. Let me also add that you have no right to advertise your product if it has not been approved by the FDA.”
