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   Prilosec OTC Launch Set Next Week Despite Lawsuit

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Topic: Prilosec OTC Launch Set Next Week Despite Lawsuit (Read 291 times)

Rhune
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Prilosec OTC Launch Set Next Week Despite Lawsuit
« on: Sep 13^th, 2003, 8:18pm »

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Prilosec OTC Launch Set Next Week Despite Lawsuit
Fri Sep 12, 4:40 PM ET

CHICAGO (Reuters) - Consumers can expect to see blockbuster heartburn drug Prilosec for sale without a prescription next week despite a lawsuit contending that consumer products company Procter & Gamble Co. is falsely advertising the product, P&G said on Friday.

The over-the-counter market for heartburn medicines in the United States is more than $1 billion, Johnson & Johnson-Merck Consumer Pharmaceuticals Co, said in the lawsuit.

P&G has said it expects sales of Prilosec OTC to be $200 million to $400 million in the first year.

Johnson & Jonson-Merck, maker of competing over-the-counter heartburn drugs Pepcid AC and Mylanta, filed the federal lawsuit earlier this week in New York, charging that PPG's advertising improperly says that Prilosec eliminates heartburn for 24 hours with a single pill.

In fact, Prilosec OTC is for frequent heartburn and must be used every day for 14 days. It can take up to four days to actually take full effect, the lawsuit, said. Johnson & Johnson-Merck is a joint venture between drugmakers Merck & Co. Inc. and Johnson & Johnson .

Cincinnati-based P&G, which is spending more than $100 million to advertise and promote Prilosec, is using the slogan "one pill, 24 hours, zero heartburn" to promote the drug. The ads also have a footnote saying "taken as directed for 14 days."

"The product is not approved, and is not effective, for use on an intermittent or single tablet basis," the lawsuit said.

But P&G studies showed that 47 to 50 percent of users experienced no heartburn in the first 24 hours using Prilosec OTC, said Greg Allgood, associate director of the P&G health sciences institute.

"Our claims are absolutely true and consistent with the labeling which the U.S. Food and Drug Administration has approved for this new over-the-counter medicine," Joe Arcuri, general of P&G's North America Personal Health Care business, said in a statement.

Johnson & Johnson Merck is asking a judge to order P&G to stop what it claims is the false advertising and to award monetary damages caused by the advertising, among other actions.

P&G sells the drug under a license from its creator, AstraZenecaPlc .

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Rhune
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Re: Prilosec OTC Launch Set Next Week Despite Laws
« Reply #1 on: Sep 13^th, 2003, 8:20pm »

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I used to take Prilosec.. love the stuff!

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MzWings
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Re: Prilosec OTC Launch Set Next Week Despite Laws
« Reply #2 on: Sep 14^th, 2003, 1:49pm »

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Daddy took the "purple pill" for years too, Rhune. Without it - he would have been in excrutiating pain.

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