OBJECTIVE: The new FDA guidelines on direct-to-consumer (DTC) advertising of prescription drugs require the sponsor to present balanced risk-benefit information. However, data suggests frequent lack of compliance with these guidelines. Misinformation to consumers can have serious implications on health and safety, especially in the elderly population who are more likely to respond to promotion. The objective of this study is to explore the impact of variations in risk disclosures through DTC print advertisements on elderly consumer behavior. METHOD: A 2 x 2 between-subjects factorial design was implemented, where the risk statements in the advertisements varied in number (two vs. four) and specificity (specific vs. general). A convenience sample of 200 elderly (60 years) male and female participants was recruited from Central Ohio. Participants were randomly assigned to one of the four treatment groups and were asked to read a print advertisement for a fictitious anti-arthritic drug. Afterwards, each participant completed a questionnaire. The dependent variables were: attitude toward the advertised drug, intentions to seek additional information, intentions to seek advice from healthcare professionals, and to adopt the advertised drug. A multivariate analysis of variance was conducted to evaluate the impact of the two independent variables (number and specificity of risk statements) on the dependent variables. RESULTS: Participants exposed to specific risk statements are less likely to look for additional information (p<0.01) and adopt the advertised drug (p<0.01). Additionally, they hold less favorable attitudes toward the advertised drug (p<0.01) as compared to those presented with general risk statements. The number of risk statements presented affected neither attitude toward the advertised drug nor behavioral intentions. CONCLUSION: Specificity of risk information presented in the print drug advertisements is a key determinant of elderly consumer attitudes and behavioral intentions. These findings have significant implications for consumer welfare and health policy.