SAN FRANCISCO, Sept. 27, 2018 /PRNewswire/ -- Sharethrough announced today that it has undergone an external legal review to confirm that, to the best of its knowledge, its native ad offering is compliant with the FDA requirements for advertising and promotion.
Native advertising has emerged as the predominant new media strategy for digital marketers looking to reach consumers on the web with targeted, respectful, and persuasive messaging. For the prescription pharmaceutical category, new media categories require careful attention to disclosures and compliance.
After working with the FTC and IAB in 2015 to develop guidelines that fit legal requirements for proper disclosure of native ads, Sharethrough spent years developing a product offering that adheres to the FDA requirements for prescription pharmaceutical advertisements.
Recently, Sharethrough completed a process by which the rendering, presentation and elements of these native ad formats were reviewed by outside counsels who are regularly involved in legal approvals of pharmaceutical ads and Promotional Review Committees.
This review resulted in Sharethrough's Pharma Native Ad formats that fit the specific guidelines and requirements outlined by the FTC, FDA and pharma legal teams including:
- Auto-scrolling Important Safety Information (with option to manually scroll), which fits the FTC rule to "Design advertisements so that 'scrolling' is not necessary in order to find a disclosure."
- The elements required to meet the FDA guidelines to promote any of the three types of prescription drug ads: Product Claim Ad, Reminder Ad and Help-Seeking Ad
Linked below is an outline of Sharethrough's detailed principles and practices for Pharma Native Ads.
The co-founder and CEO of Sharethrough Dan Greenberg said, "In response to overwhelming interest from pharmaceutical advertisers, we worked with our customers to develop a pharma-specific native ad product that respects and adheres to the FDA requirements for advertising and promotion. We believe that the powerful effect of native ads must be paired with an equally innovative approach to safety information and disclosure, and we're proud to be working with pharma marketers and internal review committees to help them validate this new and exciting format."
Sharethrough is a native ad tech company, helping the world's largest marketers and trading desks serve high-performing, non-interruptive native ads into the feeds of thousands of publishers worldwide. Native advertising is preferred by audiences and has been shown to generate higher brand lift and clickthrough rates.
The Sharethrough Exchange (STX) powers 22 billion monthly impressions, the largest marketplace solely dedicated to the buying and selling of native ads: integrated with over thirty of the world's largest trading desks, is the native buying platform of choice for 46 out of the top 50 Ad Age mega-brands and provides tech and tools to help thousands of publishers maximize native ad revenue.
Sharethrough was founded in 2008 and is headquartered in San Francisco, with offices in New York, Chicago, Los Angeles, Austin, Detroit, London, Tokyo and Toronto.