In direct-to-consumer (DTC) advertising, fair balance refers to the presentation of accurate and fair assessment of the risks, as well as the benefits of the drug.

UK law requires that product claims within advertisements give a “fair balance” of information about the drug dangers comparable to the drug benefits. This dictates that the content and appearance of a drug’s most notable risks must correspond fairly to the content and appearance of its benefits.

See also:
Direct -to-consumer (DTC)
Advertising
Adherence
License
Patent
Clinical trial