Drug companies defend TV advertisements before Congress

Executives from Pfizer Inc., Johnson & Johnson and a joint venture of Merck and Schering Plough testified before House lawmakers on three discontinued advertisements. All three promotions were criticized by Democrats as potentially misleading consumers.

Reps. Bart Stupak. and John Dingell, both Michigan Democrats, pressed a Merck-Schering executive on why the company continued advertising its cholesterol pill Vytorin even after completing a study that showed it was no more effective than a low-cost generic.

The study was completed in 2006 but the companies didn't release the results until this past January.

"I saw a vigorous debate around the quality of that data," said Senior Vice President Deepak Khanna, explaining why the study was not released earlier. "Ultimately we took steps to make sure the data was there and meaningfully analyzed before its release."

Stupak, who chairs the Energy and Commerce Committee's oversight subcommittee, said he is considering new restrictions to "protect American consumers from manipulative commercials."

Democrats have intensified their scrutiny of the drug industry, energized by a recent discovery that Vytorin is no better at stopping plaque buildup than Zocor, a Merck drug available for a fraction of the cost.

Two Congressional committees have requested interviews and documents on Vytorin from the companies. And Kenilworth, N.J.-based Schering disclosed on Tuesday that the Department of Justice is seeking similar information.

Merck and Schering halted TV marketing for Vytorin after releasing the disappointing study results, but Stupak said that action came too late.

"Many consumers may not have taken Vytorin had they been aware of the study results," Stupak said.