The proposal is just the latest effort in a broader campaign to tighten oversight of prescription drug advertising. For pharma companies, this change made broadcast advertising a feasible reality as major statements could fit the average 30-90 second advertising slots. "We will shut down that pipeline of deception and require drug companies to disclose all critical safety facts in their advertising. Television broadcasters and advertising agencies have significant commercial interests tied to prescription drug advertising, making them likely allies should the proposal move forward. "There are a lot of interested parties, not just from the pharma industry, but from the media industry," Kenny says.