Pfizer launches anti-counterfeiting cinema advert
pharmafile | January 15, 2009 | News story | |
British cinemagoers are to be confronted with a hard-hitting advert warning them about the dangers of buying counterfeit medicines.
Pfizer has produced the advert in collaboration with medicines regulator the MHRA and patient charities to discourage the public from buying fake medicines via the internet.
A recent survey conducted by Pfizer suggested as many as 10% of men had purchased prescription-only medicines via unregulated sources including the internet.
Pfizer's Viagra and other treatments for erectile dysfunction are among the most widely counterfeited drugs, and there are thousands of websites worldwide which peddle fake versions of the drug.
The advert itself features a graphic warning – a middle-aged man takes a counterfeit tablet and suffers an alarming side-effect – he regurgitates a rat.
The stomach-churning image was inspired by rat poison being found in some counterfeit drugs.
The advert ends with the warning: "Rat poision – just one of the dangerous ingredients found in fake medicines purchased from illegal websites."
The ground-breaking campaign, devised by healthcare advertising agency Langland, cost almost £500,000 and is accompanied by a website, www.realdanger.co.uk.
Patients' groups The Patients Association, Men's Health Forum and H.E.A.R.T. UK have also lend their support to the advert.
Dr David Gillen, Pfizer UK's medical director, said: "We are thrilled to be collaborating with the MHRA and leading UK patient organisations to tackle the industry-wide problem of counterfeit medicines head on. The time has definitely come to issue a clear, unified message to people about the dangers of purchasing medicines from illicit and unregulated sources.
"This advertising campaign forms part of a wider public education campaign launched by Pfizer last year to ensure the public is aware of the health risks they are taking by buying and consuming counterfeit medicines, potentially without even a proper diagnosis from a qualified healthcare professional."
The MHRA has dramatically increased its efforts to identify and prosecute counterfeiters in recent years, and has seen a number of criminals imprisoned after success prosecutions.
The regulator has set up a dedicated 24-hour anti-counterfeiting hotline and hopes the campaign will raise awareness of the dangers of fake medicines.
Mick Deats, group manager of enforcement at the MHRA, said: "The MHRA will not hesitate to take action against those who undermine public health. There is considerable risk to the public from obtaining medicines through unregulated websites."
The advert will be shown in around 600 cinemas nationally from 16 January until 5 March.
