Pfizer's "fake drug" ads did not breach code

The UK Advertising Standards Authority has ruled that US drug giant Pfizer's groundbreaking cinema advertising, in which a man is seen  coughing-up a dead rat, did not breach the industry code (Marketletter  February 26). The advert, seen by cinema audiences across the UK,  highlights the danger of obtaining medicines from unregulated sources.  Evidence shows there is a risk of these medicines being counterfeit,  containing too little, too much or no active ingredient, or worse, toxic  substances such as rat poison, boric acid or lead paint.

The ASA investigated the advert after 63 complaints from the public. The  view concludes that the aim of the advert justified the use of  hard-hitting imagery and that it did not cause fear or distress without  good reason, and was unlikely to cause serious or widespread offence.