FDA Rebukes Novartis Over Misleading TV Ad
FDA has issued Novartis Pharmaceuticals an untitled letter citing the company’s allegedly false or misleading direct-to-consumer television advertisement for Fabhalta (iptacopan), saying the ad downplays serious safety risks and exaggerates the drug’s benefits. Fabhalta, approved 12/2023, is a twice-daily oral treatment for paroxysmal nocturnal hemoglobinuria, a rare and life-threatening blood disorder. It carries a boxed warning about the risk of serious infections.
CDER’s Office of Prescription Drug Promotion said the commercial misbrands Fabhalta and faulted the ad for distracting viewers from Fabhalta’s boxed warning of life-threatening infections by interweaving the disclosure with a “romantic story arc” in which a man meets and later dates a woman. FDA said the shifting scenes, background music, and emotional narrative undermined comprehension of the drug’s safety risks.
Additionally, the ad claimed that Fabhalta “substantially improved hemoglobin levels compared to Soliris or Ultomiris infusions,” but FDA’s letter said the supporting data were presented in a way that most viewers could not process.
FDA directed Novartis to respond within 15 business days with plans to discontinue or correct the ad and to provide a list of other promotional materials containing similar representations.