Lundbeck broke advertising rules

BMJ 2003; 326 doi: (Published 10 May 2003) Cite this as: BMJ 2003;326:1004
  1. Owen Dyer
  1. London

    The Danish drug company Lundbeck breached the UK industry code of practice in the way it advertised the successor to its top selling product, the antidepressant citalopram (Cipramil), the drug industry's watchdog has ruled. The company claimed that its new offering, escitalopram (Cipralex), was more effective than citalopram, even though the two drugs have exactly the same active ingredient.

    Escitalopram reached the market in June last year, just as citalopram's British patent ran out and the first generic competitor went on sale in Germany. The new drug is identical to the old one, except that an inert isomer has been removed from the formulation. Critics contend that …

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