Rigorous data gives acetaminophen brands footing to reassure pregnant consumers.

The FDA is considering a change to the labels of Tylenol and other drugs containing acetaminophen. The new label would warn that using these drugs during pregnancy might be linked to a higher risk of autism and ADHD in children. Marketers in this space will want to be transparent in ads and promotional materials that their medicine contains acetaminophen since consumers are far less familiar with ingredients than prescription drug brands. Campaigns should avoid using language overstating the certainty that acetaminophen isn’t linked to autism and re-emphasize that pregnant women should always consult their doctors before taking the medicine.