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 12 October 2008 00:44 BST

Pfizer cancels 'misleading' heart drug campaign

Tuesday, 26 Feb 2008 08:37
Pfizer cancels ad campaign over claims of misrepresentation
Pfizer is cancelling a US advertising campaign for its cholesterol pill Lipitor featuring Dr Robert Jarvik, the artificial heart pioneer, over allegations the ads were misleading.

The campaign came under fire from a congressional committee investigating drug advertising, which asked whether Dr Jarvik had been misrepresented in the TV commercials.

The committee questioned the doctor's credentials as represented in the ads - although he has a medical degree, Dr Jarvik is not licensed to practice medicine.

In addition, one advert showed Dr Jarvik as an accomplished rower but the ad used a body double for the doctor, who apparently does not row.

Pfizer said the adverts achieved the important goal of getting Americans to see their doctors about heart disease.

"Nevertheless, the way in which we presented Dr Jarvik in these ads has, unfortunately, led to misimpressions and distractions from our primary goal of encouraging patient and physician dialogue on the leading cause of death in the world - cardiovascular disease.

"Going forward, we commit to ensuring there is greater clarity in our advertising regarding the presentation of spokespeople."

Lipitor, the biggest selling drug in the world, is facing strong competition from generic drugs, despite being under patent until 2010.End of story


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