In print advertising, there is enough space for fair balance text – the long, small-type legalese at the end of the ad.

You can put fair balance at the end of drug advertising on TV – making most of the genre dull as white bread…(except for “if erection last more than 4 hours….”)
But putting it in the 95 character limit‚ Google imposes on Adwords is, well…impossible.

Pharma was under the assumption that they were safe if they followed the one-click rule – (as long as the consumer can reach the fair balance text in one click)- but the FDA says that’s not good enough.

For more> http://bit.ly/hGGtT