Appendix A: Coding rubric used to evaluate emphasis characteristics for each claim within each drug advertisement. Repetition: Count how many times the claim, or a variant are repeated in the ad. Variants are recognizable as the same claim, but do not need to use the exact same words. 1 point for each iteration. Mode of Presentation: Evaluate how the claim is presented. Evaluate the entire claim from beginning to end to determine the presentation mode. If uncertain about the mode of communication, mute the sound, or close your eyes to isolate one channel of communication. 1 point for audio-only or visual-only presentation. Text on the screen that is not read aloud is considered visual-only presentation. Voiceovers are audio-only presentation. 2 points for a mixed-mode presentation of audio-only, visual-only and/or audiovisual presentation. 3 points for a complete audiovisual presentation. Duration: Use a stopwatch to time the duration of the claim to the nearest second. 1 point for a claim with duration of less than 2 seconds. 2 points for a claim of greater than 2 seconds. Placement: Divide the ad into three equal time segments. Indicate within which third the claim begins. If the claim spans multiple segments, score in the first segment. For example, in a 30-second ad, claims starting in seconds 0-10 are in the beginning third, in seconds 11 to 20 are in the middle and in seconds 21 to 30 in the end. 1 point for the beginning third. 2 points for the middle. 3 points for the end.

 

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Appendix B: Coding rubric for evaluating objectively true, potentially misleading or false claims. For each claim, start with question 1 and work down the flowchart, answering the questions until you can categorize the claim. Use the subquestions to help guide your evaluation of the main question. 1. Can the claim be supported by evidence? If yes, continue to question #2. If no, Categorize as a NONFACTS CLAIM. Was the claim an opinion? Was there an opinion-giver? Might someone else have viewed the claim's evaluation of the product differently? Did the claim use baseless superlatives like "the best"? Did the claim give an inflated opinion of the product? Was the claim, when taken literally, meaningless or about nothing substantial? Did the claim make illogical associations between the product and some unrelated attribute? 2. Review the label, any relevant Oregon DER(s) and other provided evidence. Is there any evidence to back the claim? If yes, continue to question #3. If no, categorize as a FALSE CLAIM. Was there some evidence for the claim? If a comparison was made, have comparative trials been conducted (published?) If the drug was the "only" treatment - was this backed by an absence of other similar drugs? If a citation or reference was included in the ad, was that evidence available? 3. Does the claim exaggerate beyond the evidence? If no, continue on to question #4. If yes, categorize as a MINIMAL FACTS CLAIM. Was there evidence from trials that were in humans? had a control group? randomized subjects to study arms? Blinded investigators and subjects to the treatment assignment? were prospective? Did the results of the study match the advertised claim? Was the study population similar to the advertised claim population? Were the results of the study both statistically AND clinically significant? Did the advertised claim exaggerate the effectiveness of the drug? 4. Are any important details left out? If yes, categorize as a SELECTED FACTS CLAIM. If no, categorize as an OBJECTIVELY TRUE CLAIM. Were there other details that would affect product choice? Were disclaimers significantly diminished in prominence and placement to render them incomprehensible? Were limitations of the brand included in the advertisement (e.g. a different dosing schedule, a brand-specific side effect or a brand-specific black box warning, or other information that would be considered a significant disadvantage of the brand over its competitors)?

 

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Appendix C: Claims and their Categorization

 

Brand

Network Airdate

Major Claim

Category

Advair

NBC. Jul 11, 2008

[Advair will help] for better breathing

Objectively True

Advair

ABC. Jul 13, 2009

Advair helps improve lung function for better breathing

Objectively True

Advair

ABC. Sep 21, 2009

How to prevent symptoms with Advair

Objectively True

Advair

NBC. Jan 16, 2010

Advair. Now you know.

Objectively True

Advair

CBS. Feb 19, 2010

[Advair will help] for better breathing.

Objectively True

Advil

ABC. Mar 10, 2009

Advil Liquigels [are] faster and stronger than extra strength tylenol on tough pain.

Objectively True

Advil

ABC. Sep 6, 2009

The right medicine for the real problem. Advil Cold and Sinus.

Selected Facts

Advil

ABC. Nov 12, 2010

[Advil congestion relief is] new.

Selected Facts

Advil

CNN. Jun 8, 2010

Relief doesn't get any better than this. Advil.

Minimal Facts

Advil

ABC. Sep 8, 2010

Make Advil PM your #1 choice

Nonfacts

Advil

CBS. May 3, 2008

Advil PM. The difference [over Tylenol PM] is a better night's sleep.

False

Advil

NBC. Jan 30, 2009

The difference [between Advil PM and Tylenol PM] is a better night's sleep

False

Advil

ABC. Jan 17, 2010

Relief doesn't get any better than [Advil liquigels].

False

Aleve

ABC. Aug 25, 2008

[Aleve provides] all day relief

Objectively True

Aleve

ABC. May 31, 2009

Aleve. All day strong. All day long.

Objectively True

Aleve

CBS. Jul 1, 2009

Just 2 Aleve have the strength to relieve Arthritis pain

Objectively True

Aleve

ABC. Jun 12, 2010

All day relief.

Objectively True

Aleve

NBC. Apr 28, 2010

Just 2 Aleve have the strength to relieve arthritis pain all day

Objectively True

Aleve

CNN. Aug 16, 2010

Get the all-day pain relief of Aleve in liquigels

Objectively True

Aleve

ABC. Dec 19, 2010

Get the all-day pain relief of Aleve in liquigels

Objectively True

Aleve

CBS. Mar 1, 2008

Aleve. Good moves start here.

Minimal Facts

Aleve

ABC. May 22, 2010

[Aleve] works fast

Minimal Facts

Aleve

NBC. Jun 24, 2008

Move on up to Aleve.

Nonfacts

Aleve

NBC. Apr 28, 2009

With Aleve I'll never stop playing badminton.

Nonfacts

Aleve

ABC. Nov 17, 2008

If I didn't have Aleve, I wouldn't be able to accomplish the things that I do

False

AlkaSeltzer

CBS. Nov 24, 2010

[Alka Seltzer Cold fast powder packs are] fizz free

Objectively True

AlkaSeltzer

ABC. Dec 11, 2009

Alka Seltzer Plus is specially formulated

Minimal Facts

AlkaSeltzer

NBC. Jan 20, 2010

[you feel better] fast

Minimal Facts

AlkaSeltzer

ABC. Dec 29, 2010

[Alka Seltzer Plus] rushes multiple cold fighters... wherever you need it.

Minimal Facts

AlkaSeltzer

ABC. Dec 24, 2008

[Alka Seltzer Plus is] the official cold medicine of the US Ski Team.

Nonfacts

AlkaSeltzer

ABC. Jan 2, 2009

Official cold medicine of the US Ski Team

Nonfacts

AlkaSeltzer

ABC. May 30, 2010

[Alka Seltzer is] What you need

Nonfacts

3  

 

Brand

Network Airdate

Major Claim

Category

AlkaSeltzer

ABC. Nov 20, 2009

[Alka-Seltzer Crystal Pack is a] taste-free powder

False

Ambien

ABC. Nov 17, 2008

[Ambien CR] can be taken for as long as your prescriber recommends.

Objectively True

Ambien

NBC. Jan 20, 2008

Ambien CR for a good night's sleep from start to finish

Selected Facts

Ambien

CBS. Nov 10, 2009

When you have trouble falling asleep or staying asleep remember two-layer Ambien CR

Nonfacts

Amitiza

ABC. Feb 10, 2008

You should move to Amitiza

Nonfacts

Aricept

NBC. May 11, 2009

Studies showed Aricept slows the progression of Alzheimers symptoms

Minimal Facts

Aricept

ABC. Sep 6, 2009

If [Aricept] helps dad be more like himself longer, that's everything to us

Minimal Facts

Aricept

ABC. Dec 2, 2009

If [Aricept] helps mom be more like herself longer that's everything to us

Minimal Facts

Avodart

NBC. Aug 6, 2009

Avodart. Help take care of your growing problem.

Nonfacts

Bayer

ABC. May 21, 2008

[Bayer with Heart Advantage is] new

Selected Facts

Bayer

ABC. May 21, 2009

[Bayer quick release crystals] are ready to work faster than caplets or tablets

Minimal Facts

Bayer

ABC. Sep 21, 2009

New Heart Health Advantage from Bayer

Minimal Facts

Bayer

CBS. Feb 29, 2008

without [Bayer Aspirin] I may not have been here today

Nonfacts

Bayer

NBC. Aug 6, 2009

Now it's time to take care of yourself [by taking Bayer aspirin.]

Nonfacts

Bayer

NBC. Jan 11, 2010

I'm on a [Bayer] aspirin regimen now because I don't want to feel that helplessness [of having a heart attack] again.

Nonfacts

Bayer

ABC. Jun 15, 2010

My doctors again ordered me to take [Bayer] aspirin, and I do.

Nonfacts

Boniva

CBS. Apr 1, 2009

I wanted to stop my bone loss, but I did more. I reversed [my bone loss] with Boniva.

Objectively True

Boniva

CBS. Feb 29, 2008

I'm doing my best to build strong healthy bones [with Boniva]

Nonfacts

Caduet

NBC. Apr 23, 2008

Caduet contains two medicines

Objectively True

Caduet

ABC. May 27, 2009

Caduet can help you go for both your goals

Objectively True

Celebrex

ABC. Jan 12, 2009

Understand the risks. Feel the benefits.

Objectively True

Celebrex

CBS. Nov 24, 2010

Celebrex. For a body in motion

Nonfacts

Cepacol

NBC. Jan 20, 2008

The little spray that's a big shot of relief

Objectively True

Cepacol

CBS. Feb 6, 2009

[Cepacol stops pain] fast.

Minimal Facts

Chantix

ABC. Dec 29, 2010

[Chantix] I can take it and still smoke while it built up in my system

Objectively True

Chantix

ABC. Dec 11, 2009

With the Chantix and with the support system, it worked.

Nonfacts

Chantix

ABC. Jan 17, 2010

I'm glad Chantix was out there [because my kids are happy and I'm proud of myself]

Nonfacts

4  

 

Brand

Network Airdate

Major Claim

Category

Cialis

ABC. May 3, 2008

When the moment is right you can be ready [with Cialis].

Minimal Facts

Cialis

NBC. Nov 13, 2008

[If you take Cialis] when the moment is right, you can be ready.

Minimal Facts

Cialis

CBS. Oct 24, 2008

When the moment is right you can be ready

Minimal Facts

Cialis

ABC. May 31, 2009

When the moment is right you can be ready [with Cialis]

Minimal Facts

Cialis

ABC. Nov 20, 2009

When the moment is right you can be ready

Minimal Facts

Cialis

CBS. Mar 8, 2010

You can be ready for your moment with Cialis.

Minimal Facts

Cialis

ABC. Jun 15, 2010

You can be ready for your moment with Cialis

Minimal Facts

Cialis

CBS. Aug 9, 2010

[With Cialis for daily use] you can be ready any time the moment is right for you and your partner

Minimal Facts

Cialis

CNN. Aug 16, 2010

[With Cialis for daily use] you can be ready any time the moment is right

Minimal Facts

Cialis

ABC. Nov 12, 2010

You can be ready when the moment is right

Minimal Facts

Claritin

CBS. Apr 1, 2009

[Claritin Liquid Gels are] a new way to live Claritin Clear.

Selected Facts

Claritin

NBC. Nov 13, 2008

For cold congestion, ask for Claritin D at the pharmacy counter.

Nonfacts

Coricidin

CBS. Oct 24, 2008

Coricidin HBP [is] powerful cold medicine with a heart.

Nonfacts

Coricidin

ABC. Jan 12, 2009

From the only cold brand that won't raise your blood pressure. Coricidin HBP.

False

Cortizone

NBC. Nov 12, 2010

[New Cortizone 10 Hydratensive] heals as it moisturizes

Objectively True

Crestor

ABC. Jan 23, 2009

Along with diet, Crestor lowers bad cholesterol

Objectively True

Crestor

ABC. Mar 10, 2009

[Crestor] is approved to slow the buildup of plaque in arteries

Objectively True

Crestor

ABC. May 21, 2009

Slow the buildup of plaque [with Crestor]

Objectively True

Detrol

CBS. Mar 1, 2008

Detrol is the brand doctors prescribe most

Objectively True

Detrol

ABC. Aug 25, 2008

She had the Detrol discussion with her doctor and she's spending less time [in the bathroom]

Objectively True

Detrol

ABC. Jan 2, 2009

[Detrol] help[s] calm that gotta-go feeling

Selected Facts

Dulcolax

ABC. Mar 11, 2008

Dulcolax [is] Gentle [relief].

False

Dulcolax

ABC. Jun 27, 2008

Make yourself comfortable [with Dulcolax stool softener.]

False

Enbrel

ABC. Dec 23, 2010

Help bridge the gap between the life you live and the life you want to live [by taking Enbrel]

Nonfacts

Evista

ABC. Jun 27, 2008

If you want to treat osteoperosis and reduce your risk of invasive breast cancer... [take Evista]

Selected Facts

Evista

NBC. Jul 14, 2008

Evista. One medicine that does both.

Selected Facts

Excedrin

ABC. May 27, 2009

[Taking] Excedrin PM. [you will ask yourself] What ache?

Objectively True

Excedrin

ABC. Dec 29, 2009

[Taking] Excedrin. [You will ask yourself] what ache?

Objectively True

Excedrin

NBC. Aug 27, 2009

Excedrin PM relieves pain fast

Minimal Facts

5  

 

Brand

Network Airdate

Major Claim

Category

Excedrin

ABC. Jul 13, 2009

Doesn't your whole body deserve Excedrin-strength relief?

Nonfacts

Exelon

ABC. Jun 14, 2009

There's something I can do [to get Excelon for my mom's Alzheimer's Disease]

False

Flomax

NBC. Jan 30, 2009

For many men, Flomax can make a difference in one week

Objectively True

GasX

NBC. Apr 23, 2008

Gas-X. Pressure's off.

False

Imodium

NBC. Jul 11, 2008

[Immodium AD capsules] dissolve quickly

Minimal Facts

Lanacane

ABC. May 3, 2008

Lanacane. The Every day. Every Itch fighter.

False

Levitra

ABC. Feb 16, 2009

[Levitra] help[s] treat ED

Objectively True

Levitra

CBS. Jul 26, 2008

Levitra works for me. Maybe it can work for you.

Nonfacts

Lipitor

ABC. Dec 29, 2009

Lipitor is FDA approved [to reduce the risk of heart attack and stroke.]

Objectively True

Lipitor

ABC. May 22, 2010

Lipitor is FDA approved [to reduce the risk of heart attack and stroke.]

Objectively True

Lipitor

CBS. Sep 4, 2008

Lipitor has been extensively studied with over 16 years of research.

False

Lunesta

NBC. Feb 25, 2010

Discover a restful Lunesta night.

Minimal Facts

Lunesta

NBC. Jan 20, 2008

Lunesta. A great tomorrow starts tonight.

Nonfacts

Lyrica

CBS. May 3, 2008

Lyrica. The... only approved treatment for fibromyalgia

Objectively True

Lyrica

ABC. Dec 24, 2008

Help from fibromyalgia pain can start [with Lyrica]

Objectively True

Lyrica

NBC. Jan 20, 2010

[After taking Lyrica] I'm learning what a day is like with less pain

Nonfacts

Miralax

CBS. Mar 20, 2008

Restore your body's natural rhythm with Miralax.

Selected Facts

Miralax

CBS. Jul 26, 2008

Restore your body's natural rhythm with Miralax.

Selected Facts

Miralax

ABC. Jun 14, 2009

Restore your body's natural rhythm with Miralax.

Selected Facts

Miralax

ABC. Sep 7, 2009

Restore your body's natural rhythm with Miralax.

Selected Facts

Miralax

NBC. Jan 16, 2010

Miralax. Restore your body's natural rhythm.

Selected Facts

Mucinex

NBC. Jan 20, 2008

Mucinex in [your nose]. Mucus out [of your nose].

Minimal Facts

Nasonex

ABC. Mar 11, 2008

Naxonex. For more symptom-free days.

Selected Facts

Nasonex

ABC. May 21, 2008

Nasonex is the one for you

Nonfacts

Nexium

ABC. Oct 4, 2010

Nexium can help relieve your heartburn symptoms.

Objectively True

Nicoderm

ABC. Jan 23, 2009

Nicoderm. 3 steps. 10 weeks. And you're free.

Minimal Facts

Omnaris

NBC. Apr 28, 2010

Omnaris combats the cause [of nasal allergy symptoms]

Objectively True

Omnaris

CBS. Aug 24, 2010

[With Omnaris] I told my allergy symptoms to take a hike.

Nonfacts

Onglyza

CNN. Jun 8, 2010

Onglyza. Extra Help. Extra control.

Objectively True

Orajel

CBS. Sep 4, 2008

It worked 100%.

False

Pepcid

NBC. May 11, 2009

[Pepcid complete] works later

Objectively True

Pepcid

NBC. Jul 23, 2008

[Pepcid AC EZ Chews] loves your stomach

Nonfacts

Phillips

ABC. Apr 16, 2008

Phillips. Possibly Perfect.

Nonfacts

6  

 

Brand

Network Airdate

Major Claim

Category

Plavix

ABC. Apr 16, 2008

Plavix helps keep blood platelets from sticking together and forming a clot

Objectively True

Plavix

ABC. Nov 17, 2008

Plavix. Protection that helps save lives

Objectively True

Plavix

CBS. Dec 12, 2009

Plavix. Protection that helps save lives.

Objectively True

Plavix

ABC. Sep 8, 2010

Plavix. Protection that helps save lives.

Objectively True

Plavix

NBC. Nov 12, 2010

If you have PAD, Plavix can help protect you from a heart attack of stroke

Objectively True

Plavix

CBS. Feb 6, 2009

Call your doctor about Plavix.

Nonfacts

PreparationH

ABC. Oct 4, 2010

Preparation H. Doctor recommended by name.

Nonfacts

Prevacid

CBS. Dec 12, 2009

[Prevacid treats frequent heartburn] for a full 24 hours

Objectively True

Prevacid

NBC. Jun 2, 2010

Prevacid 24 Hour. Frequent Heartburn Relief

Objectively True

Prevacid

CBS. Feb 19, 2010

[Prevacid 24 Hour is the] same medicine [but with a] new location [on the] store shelf.

Selected Facts

Prevacid

NBC. Jul 29, 2010

Nothing works better [than Prevacid].

Minimal Facts

Prilosec

CBS. Mar 8, 2010

Treat frequent heartburn for 24 hours with Prilosec OTC

Objectively True

Prilosec

CBS. Aug 23, 2010

Prilosec OTC. Heartburn gone. Power on.

False

Reclast

CBS. Sep 17, 2009

Once a year Reclast

Selected Facts

Reclast

ABC. Sep 7, 2010

Once a year Reclast

Selected Facts

Reclast

CBS. Mar 20, 2008

[Reclast provides] year long protection for on-the-go women.

Nonfacts

Reclast

CBS. Sep 22, 2008

[Reclast provides] year long protection for on-the-go women.

Nonfacts

Restasis

CBS. Aug 23, 2010

[Restasis] helps me make more of my own tears

Nonfacts

Robitussin

ABC. Nov 17, 2008

Robitussin DM Max [has] double the strength against mucus

Minimal Facts

Robitussin

ABC. Feb 10, 2008

Robutussin works like magic on more than just mucus

Nonfacts

Rogaine

NBC. Jul 14, 2008

Use [men's Rogaine foam] or lose [your hair].

False

Singulair

NBC. Apr 28, 2009

Singular [is] a different way to treat allergies.

Minimal Facts

Spiriva

ABC. Sep 7, 2009

Once-daily Spiriva

Objectively True

Spiriva

NBC. Jul 23, 2008

Make a habit of breathing better with Spiriva.

Nonfacts

Spiriva

NBC. Dec 12, 2008

Make a habit of breathing better with Spiriva

Nonfacts

Spiriva

NBC. Jan 11, 2010

Every day could be a good day to breathe better.

Nonfacts

Spiriva

ABC. Dec 19, 2010

Breathing better is just better.

Nonfacts

Symbicort

ABC. Jun 12, 2010

Symbicort has made a significant difference in my breathing

Nonfacts

Theraflu

ABC. Dec 23, 2010

Theraflu Max-D [is] serious power

Objectively True

Toviaz

NBC. Aug 27, 2009

[Toviaz works] all day and all night

Objectively True

Toviaz

NBC. Jun 2, 2010

Toviaz comes with a simple plan for food and drink choices.

Objectively True

Trilipix

CBS. Jul 1, 2009

Trilipix. There's more to cholesterol.

Nonfacts

Tums

CBS. Aug 24, 2010

[Tums is] fast. fast. fast. fast.

Selected Facts

7  

Brand

Network Airdate

Major Claim

Category

Tylenol

CBS. Sep 17, 2009

It's tough-on-your-body pain not on your body.

Minimal Facts

Tylenol

ABC. Dec 2, 2009

Feel better [with] Tylenol PM

False

Vesicare

NBC. Jun 24, 2008

Taking care [of your bladder problem] with Vesicare.

Objectively True

Vesicare

NBC. Jul 29, 2010

[Vesicare is proven to reduce...] day and night

Objectively True

Viagra

NBC. Nov 18, 2008

Viagra. America's most prescribed ED treatment

Objectively True

Viagra

ABC. May 30, 2010

20 million men have had their Viagra talk.

Nonfacts

Vicks

NBC. Dec 12, 2008

[Vicks treats] sore throat.

Objectively True

Visine

CBS. Aug 9, 2010

Visine tired eye relief

Minimal Facts

Zantac

CBS. Nov 10, 2009

[Zantac is] Lasting relief

Selected Facts

Zantac

CBS. Sep 22, 2008

Attack [heartburn with] Zantac.

Nonfacts

Zyrtec

NBC. Nov 18, 2008

Zyrtec [is] the Fastest relief.

Minimal Facts

Zyrtec

NBC. Feb 25, 2010

[Zyrtec is] allergy relief at liquid speed

Minimal Facts

Zyrtec

ABC. Feb 16, 2009

With Zyrtec, I can love the air.

Nonfacts

Zyrtec

ABC. Sep 7, 2010

We bet you'll love Zyrtec too or it's free

Nonfacts

Note: Words in brackets were added to present the claim in understandable language. For example, the Rogaine claim was presented as "Use it or loose it," and given the context the claim meant, "Use [Rogaine foam] or loose [your hair]."

 

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