Bottom-of-screen supers do not require the established name

Where this comes from

Section II.D.2 · page 8. The highlighted words are quoted exactly; a script confirms they appear in the source before the rule can be published.

…end to object to fewer appearances of the established name if the established name is placed in direct conjunction with the most prominent display of the proprietary name in the audiovisual promotional labeling or broadcast advertisement. When the established name accompanies the proprietary name, FDA recommends that the established name be displayed on the screen for the same amount of time as the proprietary name. For superimposed text that typically appears along the bottom of the screen, the established name does not have to be included with the proprietary name. FDA does not intend to object if the established name is not included in the audio portion of audiovisual promotional labeling or in an audiovisual broadcast advertisement. For radio and telephone advertisements, FDA does not intend to object if the established name is disclosed in direct conjunction with the most prominent presentation of the proprietary name. Under most circumstances, this is the first occurrence…

Document

FDA guidance: Product Name Placement, Size, and Prominence in Advertising and Promotional Labeling (final)

Version

as retrieved — the publisher does not version this document; the fingerprint below identifies the exact file

Retrieved

2026-09-21 from www.fda.gov

Fingerprint

f6f78606542ef91596ef21f6…

FDA guidance describes the agency's current thinking. It is not binding law, and this rule is a recommendation, not an obligation.