The Pharmaceutical Journal
Vol 270 No 7252 p786
7 June 2003

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Eli Lilly & Co (www.lilly.co.uk)
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Lilly reprimanded for promoting Cialis before it received a licence

Promoting Cialis (tadalafil) before it received its marketing authorisation has earned Eli Lilly & Co a public reprimand for bringing the pharmaceutical industry into disrepute.

Pfizer, manufacturer of Viagra (sildenafil), complained to the Prescription Medicines Code of Practice Authority that Lilly representatives had been discussing erectile dysfunction and tadalafil with health care professionals on numerous occasions before Cialis was launched.

Lilly claimed that its pre-launch activity was covered by a clause in the code that allows some information about costs and likely availability of products to be provided to allow budget planning in the National Health Service.

The PMCPA ruled that Lilly was in breach of the code. Lilly then appealed against this decision but the appeal board upheld the original ruling. In particular, it highlighted the scale of activities undertaken by Lilly. The company had employed 18 representatives who had called on over 9,000 health professionals to discuss erectile dysfunction before it had received a marketing authorisation for tadalafil.

The appeal board considered that Lilly's campaign "brought discredit upon and reduced confidence in the pharmaceutical industry", its most serious charge. It also reported the company to the Association of the British Pharmaceutical Industry board of management which reprimanded the company.