Ball Drops On Pfizer's New Year's Eve-Themed Ads For Viagra
This article was originally published in The Pink Sheet Daily
Executive Summary
AIDS Healthcare Foundation urges Pfizer to curb "irresponsible" advertising for its erectile dysfunction drug.
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The AIDS Healthcare Foundation is urging Pfizer to discontinue consumer ads encouraging the use of Viagra on New Year's Eve because the campaign promotes use of the erectile dysfunction therapy as a "party drug." The Los Angeles-based advocacy group released a statement Dec. 30 criticizing Pfizer's recent ad campaign. "Not only does sending this reckless message contribute to the spread of sexually transmitted diseases, but it is also part of a pattern of irresponsible direct-to-consumer advertising by the drug industry," foundation President Michael Weinstein said. The ad in question ran in several publications, including The Wall Street Journal and The New York Times, leading up to New Year's Eve. The ad depicts a smiling man with the tagline, "What are you doing New Year's Eve?" In addition, the ad includes the reminder, "Fact: Viagra can help guys with all degrees of erectile dysfunction - from mild to severe." The statement implies that "having a medical condition is not necessarily a prerequisite to being prescribed the drug," the AIDS Healthcare Foundation said. A recent HHS conference on the topic, however, concluded that current data on risky behaviors does not support a labeling change. Pfizer's marketing strategy for Viagra (sildenafil) has come under fire in the past. Last year, Pfizer halted its "Wild Thing" TV campaign for Viagra after FDA objected to it (1 (Also see "Viagra "Wild Thing" Ads Too Wild For FDA; Pfizer Will Pull Them" - Pink Sheet, 15 Nov, 2004.)). In part due to criticism of such ads, the Pharmaceutical Research & Manufacturers of America has adopted a new voluntary DTC advertising policy in an effort encourage more responsible, educational Rx advertising. The guidelines go into effect Jan. 1, though it is unclear whether Pfizer's piece would be permitted under them. As part of the policy, broadcast ads for erectile dysfunction drugs were restricted to times when at least 80% of viewers are over 18 years of age (2 (Also see "PhRMA Board Gives Preliminary Nod To Voluntary DTC Guidelines" - Pink Sheet, 21 Jul, 2005.)). Erectile dysfunction drug makers, including Pfizer and Cialis makers Lilly/Icos, have vowed to take an even more hard-lined approach to future ads. -Jonathan Block |