Gamble

Procter & Gamble (P&G) with its marketing partner Sanofi-Aventis have filed a lawsuit against GlaxoSmithKline (GSK) and Roche over advertisements for the osteoporosis treatment Boniva.

The lawsuit, filed in a New York Federal District Court, seeks an injunction on advertisements.

P&G alleges the advertising for the drug falsely claims it has been proven to reduce the risk of nonspinal fractures and that the drug has demonstrated efficacy against nonspinal fracture comparable to other bisphosphonates, such as the company’s own drug Actonel.

The claims appear in adverts aimed both at doctors and consumers.

Sanofi-Aventis and P&G admit that both Actonel and Boniva are proven to reduce the risk of spinal fractures at three years in women with postmenopausal osteoporosis. But the drugs have not been compared in head-to-head clinical studies.

GSK spokeswoman Mary Ann Rhyne responded by telling Reuters: “We believe our advertising has been truthful and accurate.”

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