A settlement has been reached between Pfizer and 34 states over the unlawful marketing of 2 prescription pain medicines - Bextra and Celebrex. The settlement, according to media reports, includes a $60 million pay out, and the stipulation that the drug company submit all 'direct to consumer' TV ads to the FDA for review, prior to the advertisement launching.
According to reports, Pfizer and its subsidiary Pharmacia allegedly launched a marketing campaign that encouraged physicians, hospitals and health plans to prescribe Bextra in higher doses for "off-label" uses. While a physician may prescribe drugs for off-label uses, the law prohibits a drug manufacturer from marketing drugs to physicians for off-label purposes.
Additionally, the states alleged that the pharmaceutical companies over-stated the benefits of Celebrex in marketing materials, resulting in the drug achieving 'blockbuster' status.
