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New celebrity drug ads have subtle twist

...Ladd's subtle promotion is the latest twist in the 7-year-old practice of celebrities promoting drugs, whether they use them or not: Rather than pitch a specific medicine, the celebrities make you "aware" of suffering you might have overlooked and usually point you to a Web site sponsored by a company selling a treatment for that condition.Such ads don't have to mention any drug risks.From sports figures like Jack Nicklaus to movie stars like Sylvester Stallone, dozens of famous people have been on TV in recent years urging consumers to ask their doctors for specific prescription drugs for everything from depression to cancer.Now, more of those celebrities want to make you "aware" of problems you might not know about or even have.

Experts say the shift is because of concerns over medication safety and criticism from medical and consumer groups that ads minimize drug risks.

They also point to talk in Congress about new regulations, possibly banning consumer ads until a drug has been on sale for a year, allowing time for rare side effects to emerge."Definitely there has been an increase in spending" on disease awareness ads this year, said Stu Klein, president of Quantum, a health care advertising company in Parsippany, N.J.

"What 2005 will probably show is that percentage going up."Ad spending monitor TNS Media notes consumer drug ad spending, which totaled $4.4 billion in 2004, actually dipped 1.5 percent in the fir...

Drug companies shift advertising strategies to awareness campaigns

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From athletes to Hollywood stars, the famous hawk drugs

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