September 2006
Excerpts from a Lunesta ad, deconstructed
What the ad doesn't tell you
"Where does your mind go when you go to bed? Well, if you're like a lot of people...
For a video deconstruction of Rozerem, watch our Consumer Reports AdWatch.
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PROBLEM MAGNIFIED Implies that if your mind "replays the day" at bedtime you might need medication.
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ALTERNATIVES IGNORED Industry guidelines ask members to mention other options for treating a condition, such as diet and lifestyle changes. This
ad doesn't.
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SAFETY OVERSTATED Lunesta is a relatively new drug and has not yet established a long record of safety. CR's take: Don't use sleeping pills for more than 10 days.
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BENEFITS OVERPLAYED Claims that the drugs work quickly, but provides no supporting data. One study found that on average, it shortened the time
it took people to fall asleep about 13 minutes.
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RISKS DOWNPLAYED The ad says side effects "may" occur, while the benefits are stated with less qualification. There are also no data about
how often the side effects occur.
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For a video deconstruction of Rozerem, watch our Consumer Reports AdWatch.
