Fair balance

In the US law requires that product claim ads give a “fair balance” of information about drug risks as compared with information about drug benefits. This means that the content and presentation of a drug’s most important risks must be reasonably similar to the content and presentation of its benefits.
This does not mean that equal space must be given to risks and benefits in print ads, or equal time to risks and benefits in broadcast ads. The amount of time or space needed to present risk information will depend on the drug’s risks and the way that both the benefits and risks are presented.
[Source: FDA]