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FDA Warning Letters Caused Dramatic Decline in Sponsored Link Exposures, According to comScore
Date:10/1/2009

RESTON, Va., Oct. 1 /PRNewswire-FirstCall/ -- comScore, Inc. (Nasdaq: SCOR), a leader in measuring the digital world, today released the results of a study of changes in search engine marketing in the pharmaceutical industry as a result of the FDA warning letters distributed in March 2009. Using comScore data, the study found that sponsored link exposures to U.S. Internet users declined more than 50 percent immediately after the FDA warning letters were issued to pharmaceutical manufacturers concerning the exclusion of fair balance language in sponsored link advertising.

(Logo: http://www.newscom.com/cgi-bin/prnh/20080115/COMSCORELOGO)

On March 26, 2009, the Division of Drug Marketing, Advertising, and Communications (DDMAC) of the U.S. Food and Drug Administration (FDA) sent warning letters to 14 major pharmaceutical manufacturers identifying specific brands as being in violation of FDA fair balance guidelines. The letters stated that sponsored link advertisements for specific drugs were misleading due to the exclusion of risk information associated with the use of the drug.

At the urging of the warning letters, many pharmaceutical companies temporarily removed their sponsored link ads for these identified brands as well as many other brands not specifically mentioned in the letters. As a result, sponsored link exposures for pharmaceutical brands experienced a dramatic decline as manufacturers redesigned their strategies to ensure compliance with the letters.

FDA Letters Cause an Immediate 59 Percent Drop in Sponsored Link Exposures

An analysis of exposure to branded URLs within comScore's data revealed that substantial declines occurr
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SOURCE comScore, Inc.
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