Is there a Balance of Risks and Benefits in Over the Counter Advertising?

The US is the only country that allows advertising of both over the counter (OTC) and prescription medication. However, OTC medication is not required to issue a balance of risks and benefits when being advertised. Research has shown that OTC advertising rarely has a balance, and often includes more benefits than risks. Stephanie Prymas, Consumer Health Research Analyst at Euromonitor, discusses whether OTC advertising should follow the same guidelines as prescription only medication.Lots of brands claim to be number one… but can they prove it?At Euromonitor International, we help brands build trust through evidence-based research. Our claim validation service ensures your marketing messages are backed by real data. Stand out in a crowded market. Visit euromonitor.com/claims to learn more.