Importance of Parental Literacy in Reading OTC Labels
By Vikki Sloviter
In October 2008, the Consumer centers, were asked five survey product was appropriate com-
Healthcare Products Association questions about four common OTC pared to a white respondent. The
announced that most its mem- pediatric cough and cold medica- researchers also found that the
ber manufacturers of over-the- tions: 1) have they ever used the higher the caregivers’ numeracy
counter (OTC) pediatric cough and product before, 2) looking only at skill, the less likely they were to
cold medicines would voluntarily the front of the product, what age think the products were appro-
change their labels to indicate that group is the medicine indicated for, priate for children under age 24
the products should not be used 3) why did you make that choice months. Contrary to expectation,
in children under age four because in answering question #2, 4) look- however, the researchers found
of accidental overdose or ingestion ing at the entire product label, that subjects with numeracy skills
injuries and deaths in some chil- would you give the medicine to at or above 9th-grade level were
dren, most of whom were under a 13-month old, and 5) why did more likely to think one of the
age two. But what do parents do you make that choice in answering products was appropriate for a
who can’t read the new labels, or question #4? 13-month-old.
don’t otherwise understand the
dosing recommendations? More than 50% of the respondents This study revealed that product
had used an OTC medication to labeling, including graphics and
A study published in the June 2009 treat their infant’s fever, and 29% text, were very influential in how
issue of Pediatrics sought to deter- had used an OTC medication to caregivers—mainly parents—
mine the role of parental literacy treat their infant’s cold. When understood whether or not a
skill in understanding OTC cold looking only at the front labeling medicine was appropriate to give
medication labels. Nicole Lokker, of pediatric decongestant nose to their infant. The fact that these
PharmD of University of Wisconsin drops, 89% of respondents said OTC pediatric cough and cold med-
Hospital and Clinics and her col- the product was appropriate for icines featured words like “infant”
leagues had three objectives: to use in an infant under 24 months and “pediatrician recommended,”
examine caregiver understanding old, primarily because of infant