The proposal, an amendment to a Medicare prescription-drug benefit bill, was sponsored by Sen. John Edwards, D-N.C., whose original, broader amendment was rejected yesterday 69-26. Today's proposal was defeated 59-39.
Sen. Edwards' proposal would have
Ad groups had said passage of the amendment would effectively kill broadcast DTC ads, which represent $2.3 billion in advertising annually, most of it broadcast, because of the airtime needed in a spot to provide all the information.
An aide to Sen. Edwards said the senator was seeking honesty and balance in the advertising.
On the Senate floor today, Sen. Edwards, one of his party's candidates for president, complained that DTC drug ads had strayed from their supposed purpose of providing information.