Strattera - Eli Lilly told to stop running tv ad

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http://www.ohio.com/mld/beaconjournal/business/11917974.htm

Posted on Fri, Jun. 17, 2005"Eli Lilly told to stop running television ad"

Eli Lilly & Co. must stop running a television advertisement for its Strattera attention-deficit hyperactivity disorder drug because the spot minimizes the medicines' risks, U.S. regulators said Thursday.The 60-second commercial showed a man forgetting his car keys, being easily distracted, arriving late to appointments and failing to complete work assignments on time. Throughout, a video gamelike screen display flashed words such as ``penalty,'' ``bonus'' and ``score.''The ad fails to inform consumers of the drug's specific use, the U.S. Food and Drug Administration said in a letter to Indianapolis-based Lilly.Strattera is the only nonstimulant medicine approved for treating attention-deficit hyperactivity disorder in children, adolescents and adults. Sales of the drug, which competes with Johnson & Johnson's Concerta and Novartis AG's Ritalin, fell 15 percent in the first quarter to $119.8 million after studies linked the drug to cases of severe liver damage and the company added the label warning.

 

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