Chantix Makers Use “Unbranded” Ads to Reduce Side-Effect Talk

Scott Kappes

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As many may have heard over the past several months Pfizer’s anti-smoking drug Chantix has been linked to serious side effects including suicidal thought and suicidal behavior. When evidence of links began to grow stronger Pfizer began to move away from its multi-billion dollar direct to consumer advertising campaign and began to move toward more subtle “unbranded” advertisements. This form of advertising allows pharmaceutical companies to encourage curious consumers to visit their websites without ever mentioning the side-effects associated with the medication.

Many argue “Unbranded product advertising” allows drug companies to circumvent the FDA's advertising rules. Basically the way it works is, a company can market a website but cannot market the actual medication that the website is devoted to. While this may not be as effective at creating name recognition, it also does not require companies to mention side-effects that may be associated with these medications.

In the case of Chantix marketers at Pfizer have developed a campaign that encourages people who want to quit smoking to visit the website mytimetoquit.com which offers readers chance to learn about a prescription treatment option to help them quit smoking. If a curious consumer elects to follow to learn more about this option they are directed to the main Chantix website.

According to a Pfizer this marketing technique is not designed to work around the FDA’s strict advertising regulations, but rather to encourage consumers who are thinking about quitting to talk to their healthcare providers about available treatment options.

Of course the fact that they don’t have mention anything about the possibly deadly side-effects associated with medication is merely a favorable coincidence.