Is the New Celebrex Drug Ad Illegal?
April 19, 2007
by: Sylvia Marten
After two years of voluntary silence following the Vioxx scare, Pfizer launched a new Celebrex drug ad campaign April 1, 2007, directed to consumers. Consumers with chronic pain, such as from arthritis in the back or neck, are prime candidates for Celebrex, the only Cox-2 inhibitor still on the market.
Like all advertising, an obvious objective of the new ad is to increase sales of Celebrex. In March, Pfizer management referenced survey data showing that 40% of consumers thought Celebrex, like the formerly popular Cox-2 inhibitors Vioxx and Bextra, was no longer on the market. Also, since all NSAIDs have been shown to carry risks associated with heart attacks, strokes and gastrointestinal issues and all now carry such warnings, Pfizer is eager to communicate that Celebrex isn’t necessarily significantly riskier than other drugs in its class.
From a business standpoint then, it is reasonable to expect Pfizer to want to promote this drug. Among other unique aspects of the new Celebrex ad campaign (see The new Celebrex TV ad: what did you learn?) is the upfront and extended emphasis on the risks associated with Celebrex. The ad is also an incredible 150 seconds, compared to the typical 30- or 60-second commercial, with some discussion of benefits appearing towards the end.
- Are these the hallmarks of Pfizer as a “more prudent advertiser”?
- Are ads like this what consumers require to make more informed decisions about the medications they take?
- Are consumers misled and possibly harmed as a result of drug ads that emphasize benefits too heavily?
- Are we putting unrealistic expectations on drug companies?
Public Citizen, a consumer watchdog group, is demanding that the FDA make Pfizer pull the new Celebrex ad, which “violates FDA law and regulations because it contains several false or misleading statements that will lead many viewers to underestimate the cardiovascular and gastrointestinal risks of Celebrex and use it in preference to equally effective, safer alternatives such as OTC naproxen.” You can view more criticisms at Public Citizen: Celebrex ad is ‘illegal’.
For several reasons, Pfizer’s new Celebrex ad seems a far cry from ‘illegal’.
- The Celebrex ad was reviewed by the FDA prior to its launch, so presumably the FDA knows its own rules and regs best and approved the ad (and one would presume the FDA reviewed this ad extremely carefully since the FDA itself came under such scrutiny during the Vioxx and Bextra issues and subsequent black box warnings).
- The ad addresses primary risks and benefits of Celebrex.
- Consumers must first consult with their doctor in order to get a prescription for Celebrex, so it is difficult to imagine consumer “preference” winning out over an informed discussion between patient and physician about the range of options and the ultimate best course of action for each unique patient situation – which for some may rightly result in a prescription written for Celebrex.
It hardly seems realistic to expect any drug company to be able to communicate all the risks of a drug in their advertising – this is usually a very long list and as such is better left to other media like drug company websites, independent health websites, package inserts etc., that have the space for that kind of detail, not to mention the discussion with one's doctor that takes place for prescription medications.
Consumers should expect drug company advertising to truthfully communicate about the drug, but the consumer's decision and ability to take the drug won’t take place while viewing the ad. Pharmaceutical ads help create awareness among consumers about potential medications, but that's all.
And let's not forget about the patients. For those with chronic pain, it is a good thing to be aware of all their options. Some pain medications work better for certain patients and for certain situations, and others don't. Knowing their options will help people have better discussions with their doctors and find better solutions - patient knowledge is usually to the patient's advantage.
At the end of the day, I believe that an ad can serve as a useful starting point - today’s Web-savvy consumers/patients can then do their homework, searching the Internet for information about the drug; reading about the drug on the drug’s website, in articles on independent websites, and in blogs; conversing with other consumers/patients in message boards and via email; and finally taking this information to their doctor to sort it all out and have a more informed conversation about whether or not this particular drug is the right one for them.
For further reference, see:
Posted by: Sylvia Marten, VP Marketing and Sales, Spine-health.com