Online Exclusive: Marketing News

FDA ORDERS ELI LILLY TO PULL DTC DRUG COMMERCIAL

Cites Strattera TV Ad as False or Misleading

By Published on .

A correction has been made in this story. See below for details.

NEW YORK (AdAge.com) -- Eli Lilly and Co. has become the latest pharmaceutical company to run afoul of the Food and Drug Administration,

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which dispatched its 13th warning letter of the year this week for a misleading TV ad for Lilly's Strattera product.

The pharmaceutical company has been told to immediately pull its ad for the prescription medication for attention deficit hyperactivity disorder, or ADHD.

Lilly will comply
An Eli Lilly spokeswoman said the company will comply with the FDA's request, although it does not believe the ad to be misleading.

In a letter dated June 14 and released June 16, the FDA's Division of Drug Marketing, Advertising and Communications advised the company that the 60-second spot, entitled "Videogame," is false or misleading. The federal agency said the TV commercial "inadequately communicates the indication for Strattera and minimizes the risks associated with Strattera."

Foote Cone & Belding
The ad was created by Interpubilc Group of Cos.' Foote Cone & Belding

Eli Lilly has until June 28 to respond.

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CORRECTION: An earlier version of this story incorrectly reported that the Division of Drug Marketing, Advertising and Communications said the commercial suggests a broader indication for the drug by promoting it for a similar affliction, attention-deficit disorder, or ADD.

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