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Health Literacy and Over-the-Counter Hearing Aid Messaging.

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    Over-the-counter hearing aid advertisements often lack crucial health education. Manufacturers should improve content to help consumers make informed decisions about hearing loss devices.

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    Area of Science:

    • Audiology
    • Health Communication
    • Consumer Health

    Background:

    • The U.S. Food and Drug Administration (FDA) established a new category for over-the-counter (OTC) hearing aids (HAs) on October 17, 2022.
    • This direct-to-consumer model increases reliance on manufacturer advertising for information on OTC HA devices.
    • The shift necessitates an analysis of advertising content to ensure consumer understanding and informed purchasing decisions.

    Purpose of the Study:

    • To document educational and persuasive messaging strategies in online advertisements for OTC hearing aids.
    • To analyze changes in hearing-related advertising content before and after the FDA's final ruling on OTC devices.

    Main Methods:

    • A pre-post content analysis was conducted on 295 social media posts from three prominent OTC HA brands.
    • Posts from the six months preceding and following the October 17, 2022, FDA ruling were systematically analyzed.
    • Pearson's chi-squared tests were used to assess differences in content before and after the ruling.

    Main Results:

    • Most OTC HA advertisements focused on directing consumers to websites, encouraging immediate purchase, or highlighting device features like size and discretion.
    • Content vital for health communication, such as hearing health information, statistics, and usage guidelines, was minimally emphasized.
    • While posts with hearing health information increased post-ruling, overall educational content remained low.

    Conclusions:

    • OTC hearing aid advertisements currently lack essential hearing health literacy content.
    • The promotional focus of these ads reveals a gap in consumer education, hindering informed choices.
    • There is a critical need to integrate more health literacy content into OTC HA marketing to support consumers with hearing loss.