McNeil St. Joseph “Aspirin Therapy” Claim Needs Refining, NAD Says
This article was originally published in The Tan Sheet
Executive Summary
McNeil Consumer & Specialty Pharmaceuticals should more narrowly target future advertising claims for St. Joseph Adult Low-Strength Aspirin "to avoid the risk of inaccurately communicating that 81 mg is the appropriate and recommended dosage for all types of 'aspirin therapy,'" the National Advertising Division says
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McNeil compliance with NAD
Ad watchdog "considered it incredibly unfortunate" that a St. Joseph aspirin TV commercial "continued to air without modification for months after" NAD deemed the ad misleading, according to recent Case Reports. In February, CBBB division concluded McNeil should modify ad claims for St. Joseph to avoid inaccurately communicating 81 mg is the appropriate, recommended dosage for aspirin therapy (1"The Tan Sheet" March 25, 2002, p. 6). In response to NAD compliance proceeding, McNeil said original ad aired through May while revisions were planned and instituted. The case, brought by Bayer, has since moved to federal court (2"The Tan Sheet" April 29, 2002, p. 14)...
Bayer, McNeil St. Joseph Aspirin Ad Dispute Moves To Federal Court
A recent British Medical Journal study does not support McNeil Consumer & Specialty Pharmaceuticals' advertising claims that 81 mg aspirin "is just as effective as 325 mg in reducing the risk of recurrent heart attacks," Bayer says in a lawsuit filed in New York federal court April 25
St. Joseph Aspirin Marketing Stresses Physician Involvement
The new marketing push for St. Joseph adult low-strength aspirin is being accompanied by an expansive advertising and promotional campaign featuring physician detailing.