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Pharma punts on big game

Executive Summary

No pharmaceutical DTC ads air during Super Bowl XL Feb. 5. Only ad to run during the previous Super Bowl was for Lilly/Icos' Cialis; Lilly has since stopped broadcasting DTC ads for the erectile dysfunction agent during major sporting events (1"The Pink Sheet" Aug. 8, 2005, p. 9). PhRMA's voluntary guidelines for DTC took effect Jan. 1...

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