Pharma’s Self-Imposed DTC Guidelines Get Stronger

In likely response to backlash over campaigns such as Pfizer’s Lipitor ads featuring Robert Jarvik, industry has released expanded self-imposed PhRMA DTC guidelines that even encourage a moratorium on DTC advertising after launch (a period to be considered by each company independently). The ambiguity around this item in particular might not go far enough in the eyes of Washington to avoid regulation. Only time will tell.