Aricept advertisement breached code

An advertisement for donepezil (Aricept) breached the advertising code of practice and did not give a balanced view of the data, the Prescription Medicines Code of Practice Authority has ruled.

The advertisement, which was published in the BMJ and other medical journals, was headed “Mum has Alzheimer's,” beneath which was a large coloured photograph of an elderly woman and her daughter, both smiling. Partially superimposed on the top right hand corner of this photograph was a …