Transparency Rules Bypassed in Vaccine Advertising Campaign

Introduction

A heartwarming video of a woman announcing her pregnancy to her family was used in 2021 as part of a television advertisement funded by Pfizer. Amid the family's celebratory reactions, text appears on the screen suggesting that the best way to ensure being present for the baby's birth is to get vaccinated against COVID-19. The ad concludes with the tagline: "Science can make this possible. Only you can make it real."

While this may seem like a typical pharmaceutical ad, it lacked the usual disclaimers about potential risks associated with vaccines and failed to mention that the vaccines had not yet received approval from the Food and Drug Administration (FDA).

Regulatory Loophole Exploitation

Despite operating under a special Emergency Use Authorization (EUA) that allowed them to sell their COVID vaccines without going through the traditional testing and approval process, Pfizer and other pharmaceutical companies were required to include a prominent warning about potential risks in their vaccine ads. However, a review of these ads revealed that major vaccine companies frequently exploited a regulatory loophole to avoid these marketing rules while launching massive paid media campaigns to promote the COVID-19 vaccines.

By presenting their ads as public service announcements rather than product promotions, the companies claimed that the disclosure requirements did not apply. Consequently, the necessary disclosure about the vaccine operating under emergency approval rarely appeared in the ads, even as many employers, including the federal government, required tens of millions of Americans to get vaccinated.

Impact of Vaccine Ads

The ad campaign, which was widely disseminated across television and social media, was later hailed by industry insiders as one of the most effective pharmaceutical outreach campaigns ever. Not only did the ads promote Pfizer and Moderna's products, but they also helped shape public opinion, transforming the perception of the industry from one driven by greed to one of altruistic heroes tackling a health crisis.

However, the role of the COVID-19 vaccine ads in shaping public opinion and garnering support for the drug industry has largely been overlooked. Critics argue that it is another example of rules for pharmaceutical companies being disregarded as extreme policies swept through society.

Direct-to-Consumer Drug Ads

Direct-to-consumer drug ads are a controversial area of public health. Only the United States and New Zealand allow such ads. A study from the Government Accountability Office found that from 2016 through 2018, drug manufacturers spent $17.8 billion on direct-to-consumer ads for just 553 drugs, almost all of which were brand name. These ads have been heavily criticized for misleading patients and encouraging many to seek out medications that are not clinically appropriate.

However, Pfizer's COVID ads that ran nationally during the early rollout of the vaccine contained no basic disclosure, despite the fact they were marketing a drug that had enhanced disclosure requirements. The most glaring omission was the lack of disclosure that the vaccines had not yet received FDA approval.

Justifications and Criticisms

In response to a request for comment, a Pfizer spokesperson claimed that the ads were "unbranded campaigns," and thus, no disclosures were required. Moderna provided a similar explanation. However, some medical ethics experts view this justification as mere sophistry. They argue that even unbranded ads should have carried the required warning, given that the COVID vaccines were approved under EUA.

Conclusion

While few news outlets covered Moderna or Pfizer's ad campaign at the time, both companies were widely celebrated by marketing professionals for the success of the blitz. The United States provided at least $31.9 billion in funds for the development, purchasing, and production of the mRNA vaccines, money that padded record profits. Pfizer generated some $37 billion in revenue from the vaccine in 2021, making it one of the most lucrative drug product launches of all time. Moderna, meanwhile, minted four new billionaires as the company's stock skyrocketed.

Bottom Line

The vaccine industry's advertising campaign raises questions about the ethics of direct-to-consumer ads, especially when they lack necessary disclosures and potentially mislead the public. What are your thoughts on this issue? Do you think the pharmaceutical companies were right in their approach, or should they have been more transparent? Share this article with your friends and let us know your views. Don't forget to sign up for the Daily Briefing, which is available every day at 6 pm.