Procter & Gamble and Sanofi-Aventis seek stop to Boniva ads

Procter & Gamble and Sanofi-Aventis filed a lawsuit in Manhattan federal court Wednesday seeking an injunction to halt advertising for Roche and GlaxoSmithKline’s jointly marketed Boniva (ibandronate sodium). The lawsuit alleges the professional and consumer ads for Boniva falsely claim the drug has been proven to be more effective than Actonel (risedronate sodium tablets), jointly marketed by Procter & Gamble and Sanofi-Aventis. “The medications have not been compared in head-to-head clinical studies.” Procter & Gamble and Sanofi-Aventis said in a joint news release. “However, Boniva has not been proven to reduce the risk of nonspinal fracture.  In its pivotal clinical trial, there were a similar number of nonspinal osteoporotic fractures at 3 years in women treated with Boniva and placebo.” A spokeswoman for Roche in an Associated Press report that the firm “is confident the advertising accurately and appropriately reflects the clinical findings.” A spokeswoman for GlaxoSmithKline added in the published report that the company had yet to see the lawsuit but believed that its Boniva advertising “has been truthful and accurate.”