AstraZeneca digs in over advertising criticismsBMJ 2004; 328 doi: http://dx.doi.org/10.1136/bmj.328.7447.1035-a (Published 29 April 2004) Cite this as: BMJ 2004;328:1035
- Bob Burton
AstraZeneca is refusing to give ground in a war of words with the watchdog group Healthy Skepticism, an international non-profit organisation, over advertising claims made for its bestselling proton pump inhibitor, esomeprazole (Nexium).
Before the 2003 Rugby World Cup tournament in Australia, AstraZeneca sponsored an advertisement featuring a footballer diving to score a try. “Experience the power. Feel the relief,” the advertisement in the September edition of Australian Family Physician magazine proclaimed. It added: “Nexium 40 mg offers greater healing power than either omeprazole or lansoprazole: with no compromise in tolerability,” with the punchline “it's got the power—Nexium.”
Ever since Healthy Skepticism's …