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Novartis "one minute Maalox" TV ad OKed by NAD; beaker demo not supported.

This article was originally published in The Tan Sheet

Executive Summary

NOVARTIS "ONE MINUTE MAALOX" EFFICACY CLAIMS UPHELD BY NAD in a case report issued by the National Advertising Division of the Council of Better Business Bureaus April 6. "Novartis Consumer Health is pleased that the NAD has upheld the central message of our Maalox advertising: that Maalox starts to work on stomach acid in about one minute, whereas" J&J/Merck's Pepcid AC "takes considerably longer"; and "this difference is a major reason that hospitals give Maalox rather than Pepcid AC for heartburn," the company comments in the report.

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