Drugmakers are rethinking their consumer advertsing

“‘I think there’s a regrouping going on. They’re going to be terribly, terribly careful,’ says Frank Ginsberg, CEO of advertising agency Avrett Free Ginsberg.

He and others expect fewer ads in the future that name a prescription drug “” and thus usually have to include potential side effects “” and more general ads that describe medical conditions and then direct consumers to doctors, Web sites and 800-numbers for specific product and risk information.”

It’s not a ban on DTC ads, but a reasonable compromise. Too bad it had to take the Vioxx and Celebrex debacles to realize their folly.

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