Mass tort advertising targeting the diabetes drug Actos increased by 65% in September -- following the loss of a bid in August to throw out a $9 billion punitive-damage award over claims the drugmakers, Takeda and Eli Lilly, hid the cancer risks of the diabetes medicine. While the drugmakers subsequently won a more than 99 percent cut in the award in ruling on a separate motion earlier this week, the reduced award total of $36.8 million will likely be subject to further appeal. The increase is consistent with earlier shifts in Actos mass tort advertising following key litigation developments. Read full article.
Over 5,000 testosterone therapy product liability ads ran on television in February following the FDA's announcement of an investigation into possible health risks associated with the drugs. This advertising blitz and the recent appearance of lawsuits against the manufacturers of these drugs signals the coming of protracted and widespread multidistrict and mass tort litigation over these products. Estimated spending on these ads increased by nearly 1200% over spending in January at $1.7M. Most of the TV ads referred to testosterone treatments generally -- although some mentioned the market leader AndroGel (AbbVie) and Axiron (Lilly) by name. Read full article.