Did Lilly’s Olympic Ads Test The Boundaries On Celebrity Endorsement?
Only one of the six Olympic athletes promoting Lilly’s drugs actually took the product themselves or had a family member that did. Trulicity and Emgality TV ads include disclaimers while Verzenio commercial in memory of volleyball player April Ross’ mother does not.
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Agency cites video promoting Biohaven’s Nurtec ODT, which first aired on ABC’s TV show The View, for misleading comparative claims, inadequate display of risk information, and failure to submit promo for review.
Agency hasn't named the celebrity that will participate in the study on the impact that celebrity and non-celebrity endorsements have on consumer perceptions about Rx drugs.
Clearer US guidance on DTC TV advertising and stronger enforcement would help reduce misleading claims and encourage drug makers to include more qualitative benefit/risk information in ads, according to a new study from Yale University researchers published in the Journal of General Internal Medicine.