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Aventis advertising claims for Allegra referred to FDA, FTC

NEW YORK (Reuters Health) – The National Advertising Division (NAD) of the Council of Better Business Bureaus said on Thursday that it would refer complaints about Aventis' promotions for the allergy drug Allegra (fexofenadine) to the Federal Trade Commission and Food and Drug Administration after the company declined to participate in self-regulatory proceedings.

According to NAD, Pfizer's Warner-Lambert Consumer Healthcare Division complained about a reference to its over-the-counter allergy drug Benadryl made by Aventis in advertising for Allegra.

NAD said that the Aventis promotion states: "A recent study found that taking an over-the-counter allergy medication known as diphenhydramine, or Benadryl, caused greater impairment in simulated driving tests than alcohol use."

Pfizer raised concerns about the accuracy of the study as well as about whether the promotion was styled in such a way as to seem like a pubic service announcement or newscast, NAD said. In addition, Pfizer believes the promotion may give the false impression that use of Benadryl is restricted by law in some states, NAD said.

Aventis responded by informing NAD that the company had submitted the ad to the FDA for review and that the agency had raised no concerns. The company said it did not wish to participate in NAD's self-regulatory process, according to the division.

NAD maintains that "FDA review of advertising claims does not automatically preempt NAD's jurisdiction to review the accuracy" of the claims.

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