Direct-to-Consumer (DTC) Advertising Campaign
Recording the cost of a national DTC advertising campaign for a branded prescription drug.
| Account Name | Type | Debit ($) | Credit ($) |
|---|---|---|---|
| DTC Advertising Expense (SG&A) | Expense (+) | 25,000,000.00 | - |
| Accounts Payable (Media Agency) | Liability (+) | - | 25,000,000.00 |
💡 Accountant's Note
Direct-to-consumer advertising of prescription drugs is permitted in the US and New Zealand. DTC spend is a major SG&A item for blockbuster drugs. Costs include television, digital, print, and outdoor media, plus agency production fees. All DTC advertising must include fair balance (risk information) and comply with FDA promotional regulations.
Practitioner & Systems Framework
💻 ERP Architecture
DTC advertising costs are expensed as incurred (when the advertising runs), not when invoiced or paid. The expense is tracked in a dedicated DTC advertising cost centre within the brand's SG&A. Media placements (TV, digital, print) are planned months in advance through the media agency, creating a forward purchase commitment. Prepaid media placements are classified as prepaid expenses until the media runs. The FDA requires submission of promotional materials (OPDP submission) before or at the time of first use — the associated regulatory affairs cost is expensed alongside the media cost.
⚠️ Audit Flags
Auditors confirm that DTC advertising is expensed when the media runs (not on payment). Test prepaid advertising for media booked but not yet aired. Verify FDA OPDP submission compliance for material DTC campaigns — failure to submit is a regulatory risk. Review whether any DTC expenditure should be capitalised (no — advertising costs are never capitalised under IAS 38). Confirm the media agency's report of airings supports the monthly expense accrual.
📄 Required Documentation
Media plan and booking confirmations, media agency invoices and airing reports, prepaid media schedule, FDA OPDP submission confirmations, DTC advertising expense by month and channel, fair balance compliance review, and quarterly DTC spend vs. brand revenue analysis.
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