Vi­iV and Gilead hit im­passe in HIV ad­ver­tis­ing dis­pute, me­di­a­tor sends case to feds for re­view

Gilead Sci­ences and Vi­iV Health­care are locked in a stand­off over HIV ad­ver­tis­ing claims, and the pre­vail­ing ad in­dus­try me­di­at­ing or­ga­ni­za­tion is clos­ing its case and pass­ing the dis­pute along to the FDA and FTC for re­view.

Gilead ini­tial­ly lodged a com­plaint about Vi­iV’s Dova­to ads claims with the Bet­ter Busi­ness Bu­reau’s Na­tion­al Ad­ver­tis­ing Di­vi­sion (NAD) ear­li­er this year, al­leg­ing that Vi­iV’s TV, print and on­line ads both ex­press­ly state and al­so im­ply that Dova­to is su­pe­ri­or to Bik­tarvy be­cause Dova­to con­tains less med­i­cine. Both drugs are used to treat HIV but have not been com­pared in a head-to-head clin­i­cal tri­al.

Unlock this article instantly by becoming a free subscriber.

You’ll get access to free articles each month, plus you can customize what newsletters get delivered to your inbox each week, including breaking news.

SIGN UP LOG IN BECOME A PREMIUM SUBSCRIBER