Novartis AG provided a reasonable basis for an overall survival claim in health care provider promotional materials for the breast cancer drug Kisqali (ribociclib), but a similar claim directed at a consumer audience inappropriately conveyed messages of express and implied superiority relative to other drugs in the same class, the National Advertising Division of BBB National Programs said.
Novartis’ Kisqali Consumer Promos Inappropriately Convey Superiority, NAD Finds In Unusual Ruling
However, similar claim in materials directed at health care providers need not be discontinued, National Advertising Division says in challenge brought by Lilly; NAD decisions in Rx promotion disputes are rare, but voluntary resolution process could become more appealing to pharma firms.
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