On August 6, 2008, the FDA published a notice soliciting comments on its plan to conduct an “Experimental Evaluation of the Impact of Distraction on Consumer Understanding of Risk and Benefit Information in Direct-to-Consumer Prescription Drug Broadcast Advertisements.”  Specifically, the FDA will create a variety of television ads for a fictitious medication and study whether visual or other distractions impact a viewer’s comprehension of the ad’s risk and benefit information. The FDA may use this data to determine, among other things, whether additional guidance is needed on how broadcast ads present a prescription drug’s risks and benefits. Comments on the study will be accepted until September 5, 2008.