Shire slated following Adderall T-shirt controversy
pharmafile | October 18, 2013 | News story | Medical Communications, Sales and Marketing | Adderall, EMA, FDA, Shire
A senior doctor and patient welfare advocate has criticised Shire after T-shirts emblazoned with the word ‘Adderall’ appeared for sale in the US.
The pharma firm was quick to condemn the T-shirts, but Dr Sidney Wolfe – co-founder of consumer lobby group Public Citizen’s Health Research Group – criticised the company’s promotional track record for its hyperactivity pill.
In a BMJ opinion piece Wolfe wrote: “The irony of all of this, of course, is that a company such as Shire, while ‘gravely’ concerned that the use of Adderall on the shirts ‘glorifies the misuse and diversion of a federally controlled prescription drug’ has been pulled up by the FDA for overstating the benefits of its product.”
According to Wolfe, the FDA sent a letter to Shire in 2008 requesting that a promotional campaign for slow-release formulation of the drug known as Adderall XR be terminated.
The US regulator also considered a webpage and YouTube video related to the campaign inappropriate, complaining that they ‘overstated’ the efficacy of the drug.
Ireland-based Shire has seen sales of its former blockbuster Adderall XR drop since generic competition entered the market in 2009.
The speciality biopharma firm is reportedly ‘assessing its options’ on the T-shirts, suggesting legal action may be on the cards.
Other variations of the garment feature the words ‘Xanax’ and ‘Vicodin’. Pfizer and AbbVie, who produce the respective anxiety pill and painkiller, are also considering taking the matter to court.
The controversial fashion line was designed by Brian Lichtenberg and sold in the Los Angeles-based boutique chain Kitson. Lichtenberg defended his work as “a commentary on what I see happening in our society”.
What gives this story added poignancy is that Adderall, Xanax and Vicodin are among the most abused prescription drugs in the US, according to the National Institute on Drug Abuse.
Using the furore as a springboard to criticise direct-to-consumer pharmaceutical advertising, Wolfe suggested that its prohibition outside the US and New Zealand ‘probably influences manufacturers’ conduct online’.
He also warned against any loosening of regulations in Europe, citing research that has indicated “its wider introduction would lead to a ‘pharma knows best’ culture.”
Wolfe is a seasoned critic of pharma industry practices and whose recent targets have included the FDA and its decision to approve diet pills that were rejected as ‘too dangerous’ by the European Medicines Agency.
Hugh McCafferty
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