According to Reuters, Eli Lilly has suspended its obesity awareness campaign in India following a regulatory notice regarding prescription drug advertising restrictions.
In March, India’s Central Drugs Standards Control Organization (CDSCO) issued a notification clarifying that direct and indirect sales of prescription drugs are prohibited. CDSCO has outlined its rules in response to allegations of propaganda. The agency cited disease awareness, influencer engagement and corporate campaigns as activities that may violate the rules when increasing brand recall or product awareness.
CDSCO reportedly sent a letter to Lilly around the time the public notice was shared. A few weeks later, Lilly told CDSCO that she had suspended her anti-obesity campaign, We Know Now, “out of an abundance of regulatory caution.” Last year, the company launched a campaign to change public perception of obesity from condemnation to understanding.
Asked by Fierce Pharma to confirm the Reuters story, a Lilly spokesperson said in an email that the company “works closely with Indian regulators and respects the important role they play in protecting public health.” Lilly values ”ongoing and constructive engagement with regulatory authorities” and remains focused on supporting health outcomes for patients across India, a spokesperson said.
Lilly’s disease education focuses on “helping patients and the public understand chronic diseases such as obesity and type 2 diabetes,” and does not promote specific medications, a spokesperson said. The company designs and reviews activities that “comply with all local laws, regulations and industry norms in each market,” the spokesperson added.
Lily released a series of videos as part of her “We Know Now” campaign. Some videos featuring Indian celebrities have been viewed millions of times. The ad conveys the message that obesity is a chronic disease and features a call to action: “Tell your doctor.” Lilly branding is used, but the product is not mentioned. Lilly launched its obesity treatment drug Munjaro just before the campaign started.
French authorities last week fined Lilly over a disease awareness campaign. The fine reflected Lilly’s view that the campaign tended to encourage the use of Munjaro by the general public, regardless of weight or body mass index, although Lilly did not name the drug.
