The lengthening delay in consideration of what everyone assumed was the all-but-finished healthcare reform bill is being watched carefully by the advertising and marketing industry. The 4A’s and other business groups had successfully fought off a number of attempts over the last year to remove the deductibility of direct-to-consumer advertising as a source of new funding for healthcare reform.

“The status of the future of healthcare reform continues to be hugely important to us,” said Dick O’Brien, head of the 4A’s Washington office. “We were successful in removing DTC advertising from the potential funding mix last year, but we are continuing to watch developments very closely. We have always thought that this threat could return.”

Washington observers suggest that the Congress may seek a smaller, more bi-partisan bill. However, new emphasis on deficit reduction would place even greater importance on finding new funding options for any changes to healthcare policy.

Please contact the 4A’s Washington office if you have questions about DTC advertising.