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Paul Kiesel
Paul Kiesel
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Bayer Follows Google's Lead

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Bayer’s Yaz is trying out a paid search format similar to that proposed by Google for products carrying black-box warnings.

The Yaz-branded sponsored link appears in a yellow-highlighted box atop Google searches on terms including “Yaz,” “the pill” and “birth control.” It features a headline linking to the product site, a line of text advising viewers to “Read important product info here,” and a bottom line reading “Click to see full safety and prescribing information, including boxed warning,” followed by a “fixed” link to physician labeling.

Yaz carries a boxed warning of sharply increased cardiovascular risks for users who smoke, particularly those over the age of 35. Boxed warnings denote particularly serious risks and prescription drug brands carrying boxed warnings are not allowed to run so-called reminder ads giving a brand name but not its indication.

Bayer was among the 14 recipients of untitled letters for violative sponsored links issued by FDA’s Division of Drug Marketing, Advertising and Communications in April. Drug companies had been operating under the so-called “One click rule,” the assumption that as long as full-risk information was a click away, they could run space-limited sponsored links giving only a name and abbreviated indication [. . .]

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**Also, anyone who has been adversely affected due to taking these prescription drugs, like Yasmin, Yaz or Ocella, should get in touch with Helen Zukin. Ms. Zukin recently retained a client, a young woman, who unfortunately suffered from a stroke, after only taking Ocella (generic version of Yaz) for a month.