On May 22, 2012, Pfizer and Eating Well Media Group, publisher of Eating Well
magazine, announced the launch of Pfizer's Lipitor For You
"Recipes 2 Go" mobile application, marking the first time Pfizer has released a consumer mobile app for a prescription product in the U.S.
The timing of the app's launch is curious given the fact that a few weeks before, Pfizer announced it was suspending all promotion of Lipitor (see "Pfizer Throws In the Lipitor Marketing Towel
"). Maybe, therefore, it was a bad idea.
It may also have been a "Bad Ad."
Is Pfizer promoting LIPITOR via this app? If so, it may be the first smartphone app considered by the FDA as a "Bad Ad" -- i.e., "misleading" according to FDA regulations.
- Is This App an FDA-regulated Drug Ad?
- Submitted to FDA's "Bad Ad" Program
- Deleted from iTunes But Not from iPhone
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