Drug Ads Investigated

We have previously written about controversial drug advertising that takes place in the United States. Once again, this practice has come to the forefront through Dr. Robert Jarvik, who is best known as the developer of an artificial heart. About two years ago, Dr. Jarvik began appearing in television ads for the drug Lipitor, manufactured by Pfizer.
In the ads, Dr. Jarvik is depicted in various athletic pursuits, such as rowing and running, and tells viewers that Lipitor significantly lowers cholesterol when diet and exercise are not sufficient.
Now, a Congressional Committee has become concerned and is taking preliminary steps to investigate drug advertising, particularly the Lipitor ads. Some critics point out that even though Dr. Jarvik is an M.D., he is not a cardiologist and is not licensed to practice medicine. In fact, people who know Dr. Jarvik have reported that he does not even row. Apparently, a stunt double was hired to portray him in rowing scenes shown in the advertisements.
According to the House Committee on Energy and Commerce, it is looking into whether the advertisements give the public a false impression. Lipitor is the world’s single best selling drug. It is estimated it generates sales of over $12.7 billion a year. Recently, however, it has come under competition from cheaper generic drugs. Pfizer has used the Jarvik advertisements to help protect its’ market share. Between January 2006 and September 2007, it is reported that Pfizer spent $258 million advertising Lipitor.