Morning Wrap-Up

Submissions: – Make sure all the “T” are crossed and “I” are dotted – this will prevent delays – Be clear about functionality – Identify all linked pieces which are part of the campaign to minimize compliance issues long- term Audience – Consider secondary audiences Content, Access, Linkage etc.

Morning wrap up Fair Balance – Reflect an attitude of caution (PAAB code s2.4) Appear within the body of the ad – above references, footnotes and product logos – Comparable font size to main claim copy Ensure that all relevant safety copy is present Content – Ensure no absolute claims (PAAB code s2.6) A claim does not necessarily need to state words like "100%", "completely" or "everyone" in order to be considered absolute Are words like "help", "generally", or "profile" required

Content – Comparative claims must identify the comparator (PAAB s5.6.i) ie: avoid hanging comparisons such as "ARBace demonstrated more blood pressure reduction“ – Ensure that study related claims are worded in a study context (ie: utilize the past tense). (PAAB s2.3)

Morning Wrap-Up Content – Be consistent with the product monograph (PM) (PAAB code s3.1) The PM takes precedence over the guidelines, and newly published landmark studies.

LETS EAT!