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Healthy Skepticism Library item: 14872

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

 

Publication type: news

FDA Sends Abbott Letter About Humira
PharmaLive 2008 Dec 24
http://pharmalive.com/news/index.cfm?articleID=594701


Full text:

The FDA posted on its web site yesterday a letter it sent to Abbott Laboratories about a review of an American Academy of Dermatology (AAD) Post Meeting News Ad for Humira. According to the FDA, “This AAD Post Meeting News Ad broadens the approved indication and minimizes the risks associated with the use of HUMIRA. Therefore, this piece misbrands HUMIRA in violation of the Federal Food, Drug, and Cosmetic Act .”

 

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Cases of wilful misrepresentation are a rarity in medical advertising. For every advertisement in which nonexistent doctors are called on to testify or deliberately irrelevant references are bunched up in [fine print], you will find a hundred or more whose greatest offenses are unquestioning enthusiasm and the skill to communicate it.

The best defence the physician can muster against this kind of advertising is a healthy skepticism and a willingness, not always apparent in the past, to do his homework. He must cultivate a flair for spotting the logical loophole, the invalid clinical trial, the unreliable or meaningless testimonial, the unneeded improvement and the unlikely claim. Above all, he must develop greater resistance to the lure of the fashionable and the new.
- Pierre R. Garai (advertising executive) 1963