 By the 1990s, there were calls for the FDA to loosen its regulations to make the concept viable.A 1996 marketing campaign for then-prescription allergy medication Claritin found a loophole, by intentionally excluding information about the medication itself from its advertising.Clartin's television commercial contained only imagery, slogans such as "It's time for Claritin" and "Clear days and nights are here", and instructions to ask a doctor or call a phone number to request more information.