The Food and Drug Administration flagged potential cardiovascular risks with AstraZenecas Nexium and its predecessor, Prilosec, but said it has not yet established an increased risk and discouraged doctors and patients from discontinuing use of the drugs.

The House has approved legislation that would reauthorize PDUFA and strengthen the FDAs hand, allowing it to require post-market drug safety studies and fine companies as much as $250,000 for airing false and misleading ads.

A solid majority of doctors - 64% - say there should be some sort of moratorium on DTC advertising, according to a survey by TNS Healthcare.

Lilly launched new Cymbalta work for depression and diabetic nerve pain in April.

Pfizer launched Viagra reminder TV ads in Canada featuring a made-up language.

After a long absence, Pfizer resumed DTC television advertising for Celebrex last month with a whopping 150-second spot that takes up an entire commercial break.

A survey of consumer media habits suggests that local newspapers and TV news still rule the roost, though consumers are increasingly turning to blogs and other new media for information, and companies utilize these channels poorly.

Pharmas are spending more on print ads and less on TV as they seek to get right with PhRMAs DTC guidelines and present more exhaustive risk information.

Companies have been using combative advertising since long before Boniva v. Actonel.