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DTC advertising has become increasingly global and multicultural these days, even if only used in the United States.  We believe the term Direct to Consumer needs a little tweaking - Direct to Diverse Consumer (DTDC) is more applicable.

As the recent changes to PhRMA’s Guiding Principles for Direct to Consumer (DTC) advertisements attempt to regulate this type of advertising, translators feel equally challenged to improve the clarity of the information being provided DIRECTLY to the consumers. 

With these new guidelines, including identifying actors and health professionals in ads, submitting TV ads to the FDA for approval, and not promoting off-label uses, marketers must adjust their content and message to fit the new requirements.  Translators must comprehend these nuances and apply them, whether in Spanish, Mandarin or Korean. They play a vital roll improving consumer trust in the information provided in these ads.

The new guidelines also require “clear, conspicuous and neutral” communication—and so should the translations that are produced.  But what is clear and concise in English may not translate as easily into Spanish. 

Copywriters write patient materials to a specific grade level but is the English grade level the same and the Spanish grade level?  When this differs, a straight translation of the English version may not result in a Spanish version that is as easily read and comprehended.  Linguistic changes may need to be made to achieve the required “clear  and conspicuous” standards for specific and differing consumers.

DTC in the US is now a game of DTDC—our consumers are diverse and multicultural.  They speak many languages and come from all over the world.  This creates new challenges in creating clear, trustworthy ads geared towards the appropriate consumer.  As the face of DTC advertising is redefined, then so should we refine foreign language versions.

 ©aiaTranslations 2009

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