Children's book at centre of row over drug advertising campaignBMJ 2003; 327 doi: https://doi.org/10.1136/bmj.327.7412.412-a (Published 21 August 2003) Cite this as: BMJ 2003;327:412
- Upasana Tayal
The UK government is to investigate claims that a children's book on allergies was used by a major drugs company to promote a drug to children. Moreover, the drug it promoted is no longer the first choice in treatment for childhood allergies.
GlaxoSmithKline (GSK) commissioned the book, Mr Sneeze and his Allergies, which was produced in collaboration with the charity Allergy UK. Mr Sneeze is allergic to the feathers in his pillow. At the end of the book are four pages of allergy advice from Allergy UK and two pages from GSK advertising its over the counter products Piriton and Piriteze.