Pfizer's Super Bowl Viagra Ad: 'Reckless and Irresponsible,' Says AHF
Pfizer's Super Bowl Viagra Ad: 'Reckless and Irresponsible,' Says AHF
Following New Year's Eve and Thanksgiving Ads, World's Largest Drug Maker Continues Questionable Marketing Campaign that Encourages Use of Viagra as 'Party Drug'; US' Largest AIDS Group Pressed FDA to Call for Pfizer's Withdrawal of Direct-to-Consumer-Advertising (DTCA) Campaign
LOS ANGELES, Feb. 6 /PRNewswire/ -- AIDS Healthcare Foundation, (AHF) the nation's largest AIDS group and a direct provider of HIV/AIDS medical care to tens of thousands of AIDS patients in the US, Africa, Central America and Asia, today criticized Pfizer, Inc., the world's largest pharmaceutical company, for contributing to the spread of HIV/AIDS, and other sexually transmitted diseases, by promoting unsafe sex in recent print advertisements for their erectile dysfunction drug, Viagra. The full-page, color ad -- seen in The Los Angeles Times (and which, likely, appeared in other markets throughout the nation) over this past weekend leading up to Sunday's Super Bowl XL -- depicts a handsome, over-forty male grinning knowingly at the camera with the tagline: "Be this Sunday's MVP." As part of this marketing campaign, Pfizer had previously run Thanksgiving and New Year's Eve ads. The current advertisement also includes the following carefully worded reminder: "ED is an issue with half of all men over 40. The use of the word "issue" seems designed to capitalize on men's fears, while giving Pfizer wide latitude to imply that as many as half of all men over 40 are afflicted with the medical condition, Erectile Dysfunction and could benefit from their product.
"Despite AHF's sharp criticism of its New-Year's-Eve Viagra ad, Pfizer continues to employ a reckless and irresponsible marketing that encourages the use of Viagra as a 'party drug,'" said Michael Weinstein, President of AIDS Healthcare Foundation. "By advertising Viagra on holidays known for binge-drinking, over-indulgence and excess -- New Year's Eve and the Super Bowl -- Pfizer is deliberately capitalizing on Viagra's reputation. Does erectile dysfunction really only crop up on national holidays? By advertising a drug -- that is designed to treat a diagnosed medical condition -- as a way to enhance a celebration, Pfizer is sending a reckless message that contributes to the spread of sexually transmitted diseases. We call on the FDA to fast-track a review of this irresponsible advertising campaign. We also urge Pfizer to not only pull these ads that encourage the recreational use of Viagra, but also to make a pledge to curb all irresponsible direct-to-consumer advertising -- a practice that endangers public health to protect profits."
AHF criticized Pfizer, Inc. late last year for its New Year's Eve ad -- seen in The Wall Street Journal and The L.A. Daily News over the several days leading up to New Year's Eve, December 31, 2005 -- which depicted a handsome, over-forty male grinning knowingly at the camera with the tagline: "What are you doing New Year's Eve?" In a January 10th, 2006 letter to Andrew C. von Eschenbach, M.D., Acting Commissioner of the Food and Drug Administration (FDA), AHF requested that the FDA reevaluate the entire Viagra advertising campaign and consider asking for its full withdrawal, for the good of the public's health. A similar letter was sent to Pfizer DEO, Dr. Hank McKinnell. AHF continues to await a response from the FDA and Pfizer regarding this important public health matter. In addition, the Foundation will closely monitor for similar Viagra ads around upcoming holidays, including Valentine's Day and St. Patrick's Day.
Source: AIDS Healthcare Foundation
CONTACT: Lori Yeghiayan, Communications Specialist of AIDS Healthcare
Foundation, +1-323-860-5227, or cell, +1-323-377-4312
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