Pfizer Ad Pushes Viagra as ‘Confidence-Builder’ for All Men, Says AHF
June 30, 2006
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 blasted Pfizer, Inc., the world’s largest pharmaceutical company, for contributing to the spread of HIV/AIDS, and other sexually transmitted diseases, by encouraging recreational use of its blockbuster drug, Viagra, in its latest print advertising campaign. In an effort to further develop the drug’s market share, Pfizer, through its advertising of Viagra, has been expanding the definition of Erectile Dysfunction or ED, the medical condition which the drug has been approved by the FDA to treat. Earlier ads have prominently featured the message: “Viagra can help guys with all degrees of erectile dysfunction — from mild to severe.” Pfizer’s latest ad, appearing in the July 10th edition of Newsweek and featuring a forty-something African-American couple — pushes this message even further with the reminder that “Viagra is prescribed for all degrees of ED, even if it only happens once in a while.” Despite being approved to treat a medical condition, Pfizer’s latest ad overtly promotes Viagra for recreational use with the tag line urging men to ” … enjoy what it can do to help you improve your sex life.”
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“Viagra is supposed to be a prescription drug to treat men with a diagnosed medical condition, but you’d never know it from this ad which openly promotes its use as a sex life enhancer and confidence-builder for all men. An occasional failure to get an erection does not constitute Erectile Dysfunction. Why doesn’t Pfizer just come out and say: For the treatment of performance anxiety?” said Michael Weinstein, President of AIDS Healthcare Foundation. “Pfizer is clearly trying to capitalize on the recreational use of Viagra in order to increase its market share, recklessly placing profits above the public’s health. It is particularly irresponsible for Pfizer to market its drug in this way, when it is widely known that the abuse of recreational drugs, including the dangerous combination of crystal methamphetamine and Viagra, is contributing to the spread of STDs and HIV nationwide. As the nation’s largest AIDS organization, we 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 holiday-themed print advertising campaign encouraging the use of Viagra as a ‘party drug.’ One of the ads — a 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 — 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 CEO, Dr. Hank McKinnell. Despite these pressing calls, the campaign continued with another ad designed around a celebratory occasion known for overindulgence and excess — the Super Bowl. The full-page, color ad — seen in The Los Angeles Times over the weekend leading up to Sunday’s Super-Bowl XL — depicted a forty-something male gazing sexily into the camera, with the tagline: “Be this Sunday’s MVP.” AHF has yet to receive a response from either the FDA or Pfizer in regards to the Foundation’s urgent public health concerns.
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