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03/11/2009
Hard-hitting anti-counterfeit TV ad launched by Pfizer and RPSGB The Royal Pharmaceutical Society has joined forces with Pfizer to launch part two of the manufacturers’ anti-counterfeiting campaign.
Pfizer has produced a TV advertisement warning the public of the dangers of purchasing medicines from unregulated websites, due to air tonight (November 3, 2009). Also supported by medicines regulator the MHRA and patient groups, the advertisement is too “hard-hitting” to be shown before 11pm, the organisations said.
At the beginning of this year a cinema advertisement for the campaign, featuring a man coughing up a dead rat, attracted over 60 complaints from the public. However, the Advertising Standards Authority concluded the aim of the advert justified the shocking imagery.
The second phase of the Get Real, Get a Prescription campaign will also involve national billboard advertising throughout November and a roadshow touring seven cities this week. Pfizer commercial director Steve Poulton said he was “thrilled” by the RPSGB’s support as pharmacists “play a key role in delivering healthcare services”.
More than one in seven Brits have bought prescription-only medicines without a prescription, research for the campaign revealed.
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