Consumers can listen to Viagra jokes on the radio and read about it in newspaper reports, but they cannot see branded Viagra advertisements on TV, which created a problem for manufacturer, Pfizer. Viagra was launched in Australia in September 1998, six months after its launch in the US. News of the Òwonder drugÓ must have spread to the remotest outback station by then. Sex always makes sexy news, and hardly a day passed without at least a mention of the latest lifestyle drug. Men suffering erectile dysfunction could pop a pill instead of resorting to painful injections or pellets. Pfizer corporate affairs manager Alan Brindell claims it was the level of misinformation which led Pfizer to produce a TV campaign. ÒWe needed publicity for Viagra like we needed a hole in the head. But we felt there was a fair degree of confusion and misinformation making people suffering from the complaint too uncomfortable to visit their doctor. ÒWe wanted to reinforce the fact that erectile dysfunction is not trivial, but a medical condition which people should consult their doctor about.Ó The solution was a generic campaign which aimed to educate consumers about the problems and the options available Ñ without mentioning the drug, of course. Pfizer claims the V in the ad stands for victory against erectile dysfunction. But according to a ruling by the Australian Pharmaceuti-cal ManufacturersÕ Association (APMA), V stands for Viagra. Brindell says there were three complaints to APMA that the advertisement contravened regulations forbidding branded advertising of Schedule 4 (S4) drugs. ÒThe complaints were upheld by APMA. We donÕt agree with the ruling but we have agreed to withdraw the campaign.Ó
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