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Purdue Pharma’s “predatory and deceptive” advertiser Publicis pays $350m to US states

BMJ (Online), 2024-02, Vol.384, p.q316-q316 [Peer Reviewed Journal]

Published by the BMJ Publishing Group Limited. For permission to use (where not already granted under a licence) please go to ;Published by the BMJ Publishing Group Limited. For permission to use (where not already granted under a licence) please go tohttp://group.bmj.com/group/rights-licensing/permissions2024BMJ ;ISSN: 1756-1833 ;EISSN: 1756-1833 ;DOI: 10.1136/bmj.q316 ;PMID: 38320781

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  • Title:
    Purdue Pharma’s “predatory and deceptive” advertiser Publicis pays $350m to US states
  • Author: Dyer, Owen
  • Subjects: Advertising agencies ; Brand loyalty ; Corporate profits ; Drug overdose ; Marketing ; Narcotics ; News ; Overdose
  • Is Part Of: BMJ (Online), 2024-02, Vol.384, p.q316-q316
  • Description: Publicis, which recently became the world’s biggest advertising holding company with a market value of $25bn, created “pamphlets and brochures that promoted OxyContin as safe and unable to be abused, even though this claim was not true,” said New York attorney general Letitia James, whose state led the settlement negotiations alongside Colorado.1 From 2010 to 2019, Publicis worked on Purdue’s Evolve 2 Excellence marketing campaign, which focused sales calls on doctors who were already high prescribers. “Iconic notoriety” The settlement comes before most states had filed suit against Publicis, but an early filing by Massachusetts in a state court included internal company emails which suggest that advertising executives knew the true nature of Purdue and its products.2 In a “know your client” presentation to staff, Publicis described Purdue as a company of “iconic notoriety” in which “the board”—the Sackler family—“is always looming,” pressuring executives to increase sales and profits. In another exchange, two Publicis employees shared their temporary dismay after studying overdose statistics, which told them that Purdue’s new “tamper proof” pills, whose improved safety they were tasked with promoting, had not actually reduced overdoses at all.
  • Publisher: England: British Medical Journal Publishing Group
  • Language: English
  • Identifier: ISSN: 1756-1833
    EISSN: 1756-1833
    DOI: 10.1136/bmj.q316
    PMID: 38320781
  • Source: ProQuest Central
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