Advertising in professional journals was a well-accepted practice, where doctors, pharmacists and other health professionals could read information on side effects and other disclosure data adjacent to the promotional information. Direct to consumer television advertising of prescription drugs emerged in May 1983. Boots Pharmaceuticals was the first manufacturer to use this new venue in promoting its Rufen brand of ibuprofen. FDA took action against the advertisement out of concern that consumers would not be able to read the long list of side effects that flashed quickly across the screen. The commercial was replaced with an acceptable version. .