When the U.S. first legalized pharmaceutical ads on TV, one of the requirements was that the drug companies had to disclose side effects during the ads. The companies chafed at that, thinking it would make the drugs less appealing, and only included the bare minimum the rules required them to. But their own data eventually showed that consumers actually responded positively to hearing the side effects. They found that people think if a drug is powerful, it must also have strong side effects. So instead of just scaring them, it reassured them the product was good. After learning that, the drug makers started including more side effects in the ads than they were required to.