Af­ter Lil­ly com­plaint, No­var­tis pulls claim in DTC can­cer drug ad

No­var­tis has pulled a claim from a di­rect-to-con­sumer ad for its breast can­cer treat­ment Kisqali af­ter the Na­tion­al Ad­ver­tis­ing Di­vi­sion of BBB Na­tion­al Pro­grams said part of it could be mis­un­der­stood by con­sumers.

BBB Na­tion­al Pro­grams is an in­de­pen­dent non-prof­it or­ga­ni­za­tion that was cre­at­ed in 2019 when the Coun­cil of Bet­ter Busi­ness Bu­reaus re­struc­tured.

Eli Lil­ly, which has a com­pet­ing CDK4/6 in­hibitor Verzenio, com­plained to the NAD about a sen­tence in No­var­tis’ con­sumer ad that not­ed Kisqali is the, “On­ly drug in class with con­sis­tent­ly proven sur­vival ben­e­fit in HR+/HER2- metasta­t­ic breast can­cer … across three Phase III tri­als.”

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