Advertisements + Prozac = ?

A few weeks ago, the AIDS Healthcare Foundation -- the largest AIDS care provider in the US -- sued Pfizer, Inc. for illegally promoting Viagra as a recreational drug. Reported Reuters:

The nonprofit organization said Pfizer's actions had led to risky behavior by men and an increase in HIV and other sexually transmitted diseases.

"Pfizer has created and contributed to the perception of Viagra as a safe, sexy, lifestyle, recreational drug, to be frequently used regardless of the degree, or even existence of" erectile dysfunction, the group said in draft legal documents. [...]

AHF's lawsuit, to be filed in Los Angeles Superior Court, asks that Pfizer be prohibited from running similar messages and ordered to fund awareness ads about sexually transmitted disease risks and Viagra.

The suit also requests that Pfizer turn over profits gained from misleading ads and pay AHF's costs of treating AIDS and other illnesses linked to Viagra use.

There’s many facets to this story. I’m curious to know how AHF – who take care, they report, of men who used Viagra to overcome the sexually debilitating effects of crystal meth – quantifies the link between advertising and behavior.

It’ll also be interesting to see how Pfizer, who followed earlypitchman Bob Dole with a procession of ads featuring ever-younger andever-healthier-looking men, responds. The company was previouslychastised by the FDA for their 2004 “Wild Thing” ad:

“Remember that guy who used to be called ‘Wild Thing?’” (Man watching wife examine highheeled shoe in store)

“The guy who wanted to spend the entire honeymoon indoors?” (Man looking at high-heeled shoe in store)

“Remember the one who couldn’t resist a little mischief?” (Man gazing at black bra, panties, and negligee in store window)

“Yeah, that guy.” (Blue “horns” sprout from behind man’s head)
(Trumpet blasts) “He’s back.” (“He’s back.” written across man’sforehead) (Man moves and the horns become the "V" in Viagra)

Atthe time, the FDA and various consumer groups felt that Pfizer wasclearly appealing to men who, far from being verifiably impotent,
needed a little sexual pick-me-up. Pfizer insisted otherwise. Butwhatever responsibility the courts attach to Pfizer, the fact is thatdrugs like Viagra have, for many men, become an enhancement rather thana treatment.

Some have also suggested that men could feel pressured to use sexualenhancers not as ‘recreational’ drugs, but as ways of staying ‘normal’
-- of providing partners with what they believe is expected, ofcompeting with other men who are younger or pharmaceutically enhanced.

Is this something any readers have experienced? Comment away.