Healthy Skepticism Library item: 10937

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

Choice blasts Roche ads
Pharmacy Daily (Australia) - registration required 2007 Jul 20
www.pharmacydaily.com.au

Full text:

CONSUMER group Choice has slammed a move by Roche Products to reintroduce direct to consumer branded advertising of Xenical (PD yesterday).

Choice was directly involved in having the consumer advertising for the weight-loss medication withdrawn earlier this year, with data gathered during a ‘mystery shop’ instigated by Choice a key factor in the decision by the National Drugs and Poisons Scheduling Committee to cancel the ads.

Choice spokesperson Ria Voorhaar told PD yesterday that the decision to resume consumer advertising was “very disappointing,” adding that Choice believed that given the NDPSC decision, “permission to advertise Xenical should have been withdrawn immediately”.

Roche ceo Fred Nadjarian says the current ruling allows the company to continue to advertise Xenical “at least until 01 Sep,” and claims the new campaign addresses issues raised by the NDPSC in its earlier ruling.

He said the window provides an opportunity for Roche to “demonstrate to authorities a responsible approach to advertising the only clinically proven weight loss medication available over the counter”.

Choice is also expected to testify at an upcoming court hearing on the matter, with Roche having taken the NDPSC members to court to challenge the decision.

The consumer group said Roche’s new commercials were contrary to the previous “clear and definitive decision that this advertising should not be allowed to continue”.

MEANWHILE, Pharmacy Guild exec director Kieran Schneemann said the new Xenical campaign is welcomed by pharmacy.

“Community Pharmacy has worked very hard over recent years to establish itself as a weight management destination.

“The Guild welcomes the modified advertising campaign by Roche as it raises awareness that evidence based weight loss products are available from pharmacy to support patients,” Schneemann said.