Healthy Skepticism Library item: 10933

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

Xenical ads back on TV
Pharmacy Daily (Australia) - registration required 2007 Jul 19
www.pharmacydaily.com.au

Full text:

ROCHE Products has announced a return to branded consumer advertising for Xenical, exploiting a loophole which will allow it to promote the product until 01 Sep.

The initial consumer campaign, which included TV ads airing during such shows as Australian Idol, provoked a strong response from consumer organisation Choice which conducted a mystery shop of pharmacies.

Roche withdrew the ads voluntarily, and subsequent Choice appeals to the TGA saw advertising approval withdrawn.

Roche is now taking the NDPSC to court in an attempt to have the consumer ad ban overturned.

However existing regulations allow Xenical to be advertised to consumers until at least 01 Sep, according to Roche gm Fred Nadjarian, who told PD yesterday the new ads incorporate a number of significant changes which address the issues raised earlier.

The commercials now clearly state that the product is not suitable for everyone, and there’s a “tick-box” grid which tells consumers they must have approval from their pharmacist in order to obtain the drug.

The tick-box also states that to qualify for Xenical customers must have tried diet and exercise, have an appropriate body mass index and be prepared to use the drug in conjunction with diet and exercise.

“The campaign will only work if we have the help and support of pharmacy,” Nadjarian said.

The new ads will begin airing on Sun 29 Jul, with Roche saying it expects that it will drive obese and overweight customers into pharmacy for weight-loss advice.

“It is crucial that pharmacy is aware of this campaign and that Xenical is recommended only to those who meet its indication,”
Nadjarian said.

He told PD that the new ads incorporate feedback at the
APP2007 conference on the Gold Coast earlier this year, during which a pharmacist told him about consumers coming into her shop and demanding the medication.

Nadjarian said the modified campaign tells consumers to ask their pharmacists to assess them for their suitability for the drug.