How well do direct-to-consumer, DTC, prescription drug web sites meet FDA guidelines and public policy concerns?

Direct-to-consumer drug advertising has increasingly become a focus of public policy concern and academic research. However, the Web has received very little of this attention. A content analysis of a sample of 90 complete DTC prescription drug Web sites examined whether the FDA's fair balance criteria are being met, how they are rated according to industry evaluation criteria, what impact they may have upon the patient-physician relationship, and how the content of these Web sites compares to that of print DTC ads. The study identified that a majority are meeting fair balance and adequate provision criteria, as well as several industry evaluative criteria. A comparison to print DTC reveals some strengths of the Web. Areas of continued concern include design elements and more information about supportive behaviors and competing/ alternative treatments.