BOTHELL – Commercials for Cialis, the erectile dysfunction drug that was introduced with an ad during the 2004 Super Bowl, will no longer be shown during the annual football spectacle.
ICOS Corp. of Bothell and its marketing partner, Eli Lilly &Co., said they will follow the drug industry’s new voluntary guidelines for advertising.
One of the new guidelines addresses concerns about mentioning erectile dysfunction when many children may be watching.
By agreeing to that, ICOS and Lilly will not advertise during major sporting events, such as the Super Bowl or the Olympics, ICOS spokeswoman Lacy Fitzpatrick said. Pfizer also has agreed to limit ads for Viagra.
The Super Bowl, a lightning rod in the debate over broadcast decency standards, has played a prominent role in the advertising campaign for Cialis. Its first 60-second ad debuted during the game two years ago. The drug also was advertised during this year’s game.
Most images in the Cialis commercials show older couples just holding hands and cuddling, though the brand’s iconic image shows a couple sitting outdoors in side-by-side bathtubs.
The content of the ads’ voice-over announcements has raised a few eyebrows, however.
Viewers particularly have noticed the side-effect message, which warns men who experience erections lasting four hours or more to seek medical attention. But the warning has provoked only a few formal complaints to the Federal Communications Commission.
Still, the prescription drug industry has reason to worry about its TV advertising. Before the Pharmaceutical Research Manufacturers of America announced its voluntary rules this week, critics called for Congress or regulators to step in. Senate Majority Leader Bill Frist has been vocal on the subject.
“With these principles, we recognize our responsibility to make sure that direct-to-consumer advertisements live up to their potential,” William Weldon, chairman of Johnson &Johnson and board chairman for the drug industry group, said in a statement.
Even with the new guidelines, Congress or the Food and Drug Administration still could set new regulations for ads. Sen. Chuck Grassley, R-Iowa, called for just that.
“It doesn’t make sense to rely on drug companies to police themselves,” he said in a statement earlier this week.
Lilly and ICOS said they plan to stop advertising during shows that draw younger viewers within the next two months. The companies, which also have sponsored PGA golfing events, will find other ways to market the Cialis brand.
“We will continue to be innovative in our consumer campaigns,” Fitzpatrick said.
Reporter Eric Fetters: 425-339-3453 or fetters@heraldnet.com.
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