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https://www.behance.net/gallery/62772341/NCADD-Advertisement

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Following 13 complaints, the ad below for Yves Saint-Laurent's Belle d'Opium perfume has been banned by Britain's Ad Standards Authority because the dancer briefly appears to point at her arm-a bit of choreography that seems more about shooting up than seduction. YSL insists otherwise, but the ASA has them pretty much dead to rights here. The watchdog said that "in the context of the ad, Belle running her finger down her inner arm could be seen to simulate the injection of opiates into the body." Since the product is called Belle d'Opium, they're probably right. Opium is kind of a red-flag word for drug use, after all. Not that 13 complaints should decide anything, but YSL knew what they were doing and are just pissy that they got caught. For the record, YSL says Belle d'Opium's scent "constantly oscillates between fragility and determination, control and abandon." Right. I think I've smelled abandon before, usually after Indian food. I prefer control.

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Perfume spot banned for glorifying drug use

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Following 13 complaints, the ad below for Yves Saint-Laurent's Belle d'Opium perfume has been banned by Britain's Ad Standards Authority because the dancer briefly appears to point at her arm-a bit of choreography that seems more about shooting up than seduction. YSL insists otherwise, but the ASA has them pretty much dead to rights here.

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Boston, MA has a very high concentration of biopharmaceutical companies and life science research. Residents in the area are bombarded by direct-to-consumer advertising of health care services and products even during their daily commute. On an average day, commuters can expect to see ads for clinical studies of depression or anorexia, as well as drugs that have just been approved by the Food and Drug Administration (FDA). Earlier in 2016, one of the most eye-catching of drug ads came on the scene-station-wide, cream-yellow murals that were installed at two subway stations in downtown Boston.

These wall advertisements, together with other marketing materials in wide circulation, are sponsored by Boston-area comany Alkermes, the manufacturer of Vivitrol, an FDA-approved drug for treating patients with opioid dependence. In the US, many pharmaceutical companies market new prescription drugs through direct-to-consumer drug ads. These ads lead consumers to ask their doctors for prescriptions of often expensive new drugs although existing options can be as effective and more affordable. According to American Medical Association Board Chair-elect Patrice A. Harris, M.D., "Direct-to-consumer advertising inflates demand for new and more expensive drugs, even when these drugs may not be appropriate." The US is one of the two countries in the world that allow such ads, and their contents are tightly regulated by the FDA.

However, despite stringent regulations, a significant percentage of consumers do not believe that drug ads include sufficient information about prescription drugs. In the National Cancer Institute's 2011 mail survey 46% and 52% of 3,959 respondents were unsatisfied with the coverage of benefits and risks, respectively. Moreover, physicians are also disappointed in direct-to-consumer drug ads. In 2015 the American Medical Association has called for a ban of drug ads because they are believed to mislead patients and drive healthcare costs higher. To address these concerns, the FDA is working on revising the regulations of direct-to-consumer drug ads, in the hope that new regulations will help better educate consumers about the benefits and risks of prescription drugs.

How do drug ads convey risks to patients?

Ads for prescription drugs like Vivitrol are tightly regulated because perscription drugs can impose significant risks to patients. When patients pick up a flyer ad, they will immediately notice sprawling lists of risk disclaimers that are intended to inform them of medical risks. For example, Vivitrol's disclaimer reminds patients to "[g]et emergency medical help right away if you have trouble breathing; become very drowsy with slowed breathing; have slow, shallow breathing; feel faint, very dizzy, confused, or have unusual symptoms."

Risk disclaimers are required for direct-to-consumer drug ads. The FDA regulates these ads as rigorously as advertisements that target physicians and other healthcare professionals. Both must include a summary of side effects and effectiveness written in a neutral, non-misleading tone. Therefore, disclaimers of risks populate much of the ad space both medicine journals and brochures and signs that directly target consumers.

Whereas drug ads on paper may easily meet the requirement for risk disclaimers, how could ever-growing lists of warnings be broadcasted over radio or on TV without putting consumers to sleep? Having realized the infeasibility, in 1999 the FDA formally modified the disclosure requirement. In lieu of a full list, required were the major risks of the advertised drug and means for locating the FDA-approved package labeling. The latter was why consumers routinely heard "call 800-xxx-xxxx to find out more" or spotted hovering website links as a part of TV commercials. Ever wondering why so many drug ads dominate your TV screen after midnight? Only then could pharma companies find the cheapest hours for broadcasting risk disclaimers.

Have risk disclosures always been effective?

Unfortunately not.

YAZ was once a popular birth control pill manufactured by Bayer, partly because it was advertised as the first multi-purpose option. "All birth control pills are 99% effective... but there's one Pill that goes beyond the rest." Displayed on TV screens were brightly colored balloons labeled with symptoms such as moodiness and acne. The balloons were released by several women, floated away, and disappeared into the sky, while the theme song "Good-Bye to you" was played in the background. The fast-moving visuals distracted the audience from risk disclosures and left the audience with the impression that YAZ could alleviate symptoms beyond the ones approved by the FDA.

The YAZ advertisements were powerful; however, consumers eventually started to complain about side effects and later severe cases of blood clots emerged. In 2008, the FDA stepped in and wrote a lambasting warning letter about two TV commercials for YAZ. They criticized Bayer for airing misleading TV ads that "broaden the drug's indication, overstate the efficacy of YAZ, and minimize serious risks associated with the use of the drug." The third accusation associated with the distracting visuals was particularly scathing:

"The[se] complex presentations distract from and make it difficult for viewers to process and comprehend the important risks being conveyed... The overall effect ... is to undermine the communication of important risk information, minimizing these risks and misleadingly suggesting that YAZ is safer than has been demonstrated by substantial evidence or substantial clinical experience."

Bayer responded to the warning letter by terminating the commercials and running a corrective TV advertisement, and eventually updated the risk warning label on all YAZ packaging. In subsequent years the company has settled thousands of lawsuits on the ground of negligence as outlined in the warning letter.

The tale of YAZ highlights one of the most crucial functions of drug ads-educating consumers about risks associated with prescription drugs-and the detrimental outcomes when risks are not properly conveyed or fully understood. The case likely accelerated the proposal of a stricter rule in draft form in 2012. Six categories of television advertisements will need to be reviewed by FDA before they are shown to the public, including initial television advertisement for a new drug and an expanded use of a previously approved drug. Although it is unclear how the draft guidance will evolve into its final form, the FDA has already geared up toward improving the effectiveness of risk education through drug ads.

How can drug ads be improved to better convey risks?

In the National Cancer Institute's 2011 mail survey, about 50% of respondents believed that drug ads should include more information about the benefits and risks of prescription drugs. In addition, consumers are more likely to find drug ads lacking if they are not equipped to comprehend information therein. The results imply that the format and content of drug ads should be modified to help patients better grasp the risks of prescription drugs. The question is how.

Currently, the Office of Prescription Drug Promotion Research at the FDA is conducting a series of studies on the effectiveness of risk education through drug ads. The office is studying whether the presentation of numbers or drug comparisons helps to illustrate risks, and exploring the utility of animation and web/ mobile technology in risk education. In the next few years, findings in the ongoing studies will guide the design and implementation of future drug ad regulations.

However, risk education should not stop at eliminating misleading drug ads. In the age of data overflow, consumers make decisions by integrating information they hear from drug ads, physicians, friends, patient advocacy groups with whatever they read on the Internet. Therefore, a balanced approach of risk education should go beyond improving regulations, and aim to help all consumers evaluate sources of information as well as discriminate their levels of credibility. Ideally, all patients should be able to locate credible information tailored to their needs. It is imperative that the FDA teams up with healthcare providers, pharmaceutical companies, and other federal agencies to provide accessible information about risk for everyone.
Li Zha is a fifth-year graduate student who studies how human gut bacteria impact cancer development.
For more information

For more information about the Yaz commercials (including screenshots) see here and here.

On the regulatory history of direct-to-consumer advertising- Hutt, P.B. et al, Food and Drug Law: Case and Materials, 4 th edition, pp915-923.

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Prescription Drug Advertisement Goes on the Walls - Science in the News

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by Li Zha Boston, MA has a very high concentration of biopharmaceutical companies and life science research. Residents in the area are bombarded by direct-to-consumer advertising of health care services and products even during their daily commute.

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SKYY Vodka is an American Spirits brand under the Gruppo Campari name, a well-known player in the global spirits industry. Their products include brands such as SKYY, Aperol, Appleton Estate, Campari, Wild Turkey, and Grand Manier. The Campari name was founded in 1860 and now is one of the top six major spirit industries in the world, trading with over 190 nations around the globe, owning 18 plants worldwide, and local distribution in 20 countries. This company aims to "combine organic growth through strong brand building and external growth via selective acquisitions of brands and businesses" ( http://www.camparigroup.com). Relating to the people and what they most desire is a big tactic in spirit advertisement which can be seen through their missions and goals.

Although Campari has many brands underneath their belt, the one I have decided to focus on today is SKYY Vodka because of their branding technique of sexualizing their advertisements which can be clearly seen in the advertainment of their SKYY Infusions Cherry Vodka above. This specific brand was founded in 1992 by entrepreneur and investor, Maurice Kanbar who then changed the spirits industry with SKYY's quadruple-distillation and triple-filtration process. Distilled in the American Midwest, SKYY became the leading super premium of Vodkas and now annually sells 2.5 million cases globally. This Vodka quickly started to stand out from the crowd when their signature cobalt blue bottle was introduced a year after its appearance in 1993 and over the course of a decade, three photographers have created the brand that is SKYY. A visual communication that allures to the perfect 'cocktail moment', and now print advertisement that uniquely captures this brands exotic and glamourous personality.

SKYY, combined with Campari has stated that their values include: Passion, Integrity, Pragmatism, and Together. They are PASSIONATE about their industry and providing the best experience for their customers and consumers and go that extra mile when necessary. They have INTEGRITY in ensuring that fairness, honesty, and consistency, is their hallmarks of business transactions. PRAGMATISM is problem solving through all levels of business. They are TOGETHER in functionality, working with passion to avoid silos, proactively breaking any cultural, organizational and geographical barriers, and working cross-functionally to move in the same direction to reach everyone's shared dream.

Now knowing the behind the scenes business aspects of SKYY and the Campari brand it is easy to understand the intended audience for this spirit. Like sated before, SKYY Vodka aims to have their brand be classified in an exotic yet elegant demeanor with a glamourous personality that touches on the riske. All of these characteristics combined are clearly aimed towards an audience of young successful people. In their advertisement, SKYY wants to show the elegance and grace of drinking their vodka along with the sex appeal of it too. Many of their ad's are depicted in a sexual manner that often involve the sexualization of both men and women, even having multiple ad's that show one man with two women. These sexualized advertisements can be mostly found in print magazines while their commercials can be found on TV during programs such as the super bowl, a time when people are most likely drinking and in an influenced state. Although their TV commercials are more focused on the elegance of drinking their vodka instead of the sexiness of it.

In the advertisement I attached above, I pulled from their print collection which is all highly sexually suggestive in manner. In this one specifically, they are advertising their new SKYY Vodka Infusions Line Cherry. You are able to see the well-known cobalt blue bottle in the center with two female profiles off to each side, they both have a cherry in their mouth with the stems still connected lined up in the center of the bottle and a tagline of "Go Natural". All of these elements combined leads to an effective sexually suggestive advertisement. The bottle being the shaft of a penis and the cherries being two testicles, if being blunt. This is only one of many SKYY Vodka print ads that have sexually charged pictures on them. Others include grape vines being used as restraints, half naked women in sexual poses, men surrounded by women, women dominating men, etc. If you would like to look at them all, I highly suggest checking out http://www.survnow.com/blog/the-13-sexiest-skyy-vodka-advertisements/ to see the actual pictures of what I mentioned. All of these advertisements are intended to grab the attention of young professionals because their use of sexually charged material and additional use of professionalism which generally is used to target a younger audience that can be more influenced into buying their product. According to the Journal of Public Policy and Marketing;

"A review of the neuroscience, psychology and marketing literatures concluded that adolescents, because of how the human brain develops, may be particularly attracted to branded products such as alcohol that are associated with risky behavior and that provide, in their view, immediate gratification, thrills and/or social status." (C. Pechmann)

The ad's SKYY releases show this use of risky behavior in a sexual way and show the pleasure of what is achieved when drinking their spirit. This tactic is aimed towards the young and influenced.

Now, you're probably wondering why is this product advertised in such a way that aims to attract its viewers even though this product is considered a drug and only legal to those over the age of 21 in the United States. Well, truth behold, the alcohol industry is primarily focused on getting their consumers hooked and wanting to buy more, but what YOU as the consumer don't know is the real story behind the process of making this addictive substance.

Based on Livescience.com, Vodka fermentation is a process that has been around since the medieval times and now approximately 1.2 billion gallons is downed each year from consumers which makes it the world's most popular spirit. Vodka is made through the fermentation of grains, potatoes, fruits, or just plain sugar...literally any foods that contain starches or sugars. While the fermentation creates a product that is only 16% Alcohol By Volume or ABV which is a relatively low percentage, the vapor the fermentation process creates gives off a product that is 30-40% ABV giving us what we know as Vodka!

When consuming alcohol this drug is quickly dispelled into the bloodstream, with 80% of it getting absorbed through your small intestines and 20% through your stomach (science.howstuffworks.com) the feel-good chemical known as endorphins, which are linked to the reward centers of your brain are released and many consumers often experience feeling of euphoria, excitement, sometimes confusion, and stupor when your Blood Alcohol Content (BAC) increases. This feeling that I am describing is what we know as being "drunk" which can sometimes be a destructive thing. Those feel good chemicals can become highly addictive if alcohol consumption is abused which can lead to addiction, health problems such as liver disease, and the destruction of your family. These are all the things alcohol advertisements do not want to tell you about because it would destroy their industry. What SKYY doesn't advertise is the adverse effects of long term consumption of their product and the ugly truth behind what drinking alcohol does to the insides of your body.

In the SKYY Vodka advertisements, they use multiple techniques to draw in their consumers "to the dark side" such as distorted presentations, intriguing visual imagery, amped up usage of what it's like to drink their product, sexual innuendos, and more all to grab the attention of the viewer with the hopes of turning that viewer into a consumer. These tactics are all very deceptive now that you know the true effects of alcohol and how it created. These companies such as SKYY are looking to keep those issues on the hush hush because it is bad for business to advertise the negative effects of their product, just like any other product out there. If there is a chance that their product harms their buyers and consumers then why would you advertise that to the public?

Now the final question is, is whether or not I would recommend this drug to someone...and the answer is yes, but each patron that decides to use this drug should be aware of its effects and what it can do to the body and mind just like every other drug out there. Be well informed of what you are using and know the right amount you can consume based on your body size and weight. Do your research before doing anything you are unsure of and know the facts! But also, and most importantly be safe and have fun! 🙂

Best,

Skyler Caldwell-Olsen

"About." SKYY Vodka, www.skyy.com/about/.

"Our Mission and Values." Our Mission and Values | Campari Corporate, www.camparigroup.com/en/our-group/our-group/mission-and-values.

Surv. "The 13 Sexiest Skyy Vodka Advertisements." SURV, 19 Dec. 2014, www.survnow.com/blog/the-13-sexiest-skyy-vodka-advertisements/.

C. Pechmann, L. Levine, et al., "Impulsive and self-conscious: Adolescents' vulnerability to advertising and promotion," Journal of Public Policy and Marketing 24(2005): 202-221.

Dhar, Michael. "What Is Vodka?" LiveScience, Purch, 18 Nov. 2013, www.livescience.com/41298-what-is-vodka.html.

Boyles, Salynn. "Why Is Alcohol Addictive? Study Offers Clues." WebMD, WebMD, 11 Jan. 2012, www.webmd.com/mental-health/addiction/news/20120111/study-sheds-more-light-on-why-some-get-alcoholism#1.

"What Makes Alcohol So Addictive? | Rehab International | Drug & Alcohol Rehab Guides." Rehab International, rehab-international.org/blog/what-makes-alcohol-so-addictive.

Freudenrich, Ph.D. Craig. "How Alcohol Works." HowStuffWorks Science, HowStuffWorks, 21 Dec. 2000, science.howstuffworks.com/alcohol.htm.

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SKYY Vodka is an American Spirits brand under the Gruppo Campari name, a well-known player in the global spirits industry. Their products include brands such as SKYY, Aperol, Appleton Estate, Campari, Wild Turkey, and Grand Manier.

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https://www.adsoftheworld.com/taxonomy/brand/monmouth_medical_center

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Sure watching football is great, but cuddling after the game is nice too. And, there's Viagra to help with the rest.

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https://www.adsoftheworld.com/media/print/slimsticks_kill_your_cravings_chocolate_bear

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Sure watching football is great, but cuddling after the game is nice too. And, there's Viagra to help with the rest.

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Exposure to Alcohol Ads Could Be Causing Young People to Drink More

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A recently published round of research offers new insight into how alcohol ads affect the drinking habits of young people. Could these ads be increasing young