Food & Drug Administration, Washington, approved the first-ever use of a celebrity endorsement in direct-to-consumer advertising of prescription products. The action clears the way for a TV campaign in which former "Good Morning America" host Joan Lunden will appear on behalf of Schering-Plough Corp.'s allergy remedy Claritin. The Lunden ads, from WPP Group healthcare agency CommonHealth
USA, Parsippany, N.J., are to break at the end of July and are part of an ongoing $70 million media campaign for Claritin.
Copyright July 1998, Crain Communications Inc.