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Such ads don't have to mention any drug risks.

Ad spending monitor TNS Media notes the percentage of disease awareness ads that don't mention a specific product doubled to 4.6% of all network TV drug ads from January through April, said TNS research director Jon Swallen.

Celebrity endorsement fees usually are not disclosed, but they average about $200,000 to $500,000 and can reach $1 million, according to agents and advertising officials.

Such drug ads began with TV morning show host Joan Lunden's 1988 endorsement of seasonal allergy drug Claritin, according to Stu Klein, president of Quantum, a health care advertising company in Parsippany, N.J., that produced the ad.

The sea change probably came when Sen.

Bob Dole did ads urging men with impotence - now called "erectile dysfunction" - to get help.

The ads were sponsored by Viagra maker Pfizer.

Race-car drivers and jocks have since done ads for Viagra and competing drugs.

Some stars have been criticized for praising a particular drug during talk show appearances without disclosing that they were being paid.

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