Table 4 Examples of marketing claims.
Claims | Type | Reason | Brand | Company | Country |
|---|---|---|---|---|---|
"Gardasil also helps to protect your patients against other HPV related disease and cervical lesions due to HPV types 6,11,16 and 18" | Unambiguous | Clear explanation on indication and effectiveness. | Gardasil® | Merck Sharp & Dohme | Australia |
"Levofloxacin is US FDA approved for the once-daily treatment of respiratory tract infections, urinary tract infections.... | Unambiguous | Clear explanation on dosage and indication | Cravit® | Daewon Pharm | Malaysia |
"Well tolerated comparable to Celexa" | Unambiguous | Comparative tolerability given | Effexor® | Wyeth | US |
"Zomig nasal spray-proven speed with significant efficacy" | Vague | Compare to which medicines? | Zomig® | AstraZeneca | US |
"Switch to new Stilnox CR for better sleep performance" | Vague | Better sleep performance compare to what? | Stilnox CR® | Sanofi-Aventis | Australia |
"Levitra works rapidly" | Vague | How rapid? Compare to what? | Levitra® | Bayer | Malaysia |
"It's got the power" | Emotive | Immeasurable outcome | Nexium® | AstraZeneca | Australia |
"When you patients need relief" | Emotive | Immeasurable outcome | Sanctural® | Allergan | US |
"It's unique DOT matrix technology optimises drug delivery" | Non-clinical | Drug delivery information | Estradot® | Norvatis | Australia |
"Stable in the presence of a variety of B-lactamase" | Non-clinical | Biochemical information | Spectracef® | Cornerstone Therapeutics | US |