An FDA official's recent statement that online keywords do not have to be submitted on 2253s confirms what industry has believed for some time, according to Dale Cooke, vice president/group director, Digitas Health. "We've long told clients that they do not have to submit their keywords on a 2253, and the [FDA] confirmed that advice. But there are definitely considerations about ensuring compliance that go beyond the 2253 submission." Bill Evans, chief digital officer, Team Chemistry at WPP, and managing editor, Dose of Digital, said that for marketers, this clarification "eases up schedules, but increases the responsibility to keep a brand's message and metadata on track." And Wayne Pines of APCO Worldwide noted that the FDA could address this issue further in upcoming Internet guidance. Read more.
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