Novartis’ Kisqali Consumer Promos Inappropriately Convey Superiority, NAD Finds In Unusual Ruling

 
• By Sue Sutter
  
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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.

Boxing ring
Lilly and Novartis took their dispute over Kisqali promotional claims to NAD's proverbial boxing ring. • Source: Shutterstock

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.

In a challenge brought by Eli Lilly and Company, which makes the competing breast cancer drug Verzenio (abemaciclib), NAD...

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