New cinema ad campaign to warn about 'fake drugs'

London, United Kingdom, January 19: Pfizer Inc., makers of the famous sex pill Viagra, in collaboration with healthcare organizations in United Kingdom, is to launch a cinema advertisement campaign pointing out the risks posed by fake medicines, often sold via websites or in black market.

The new 50 seconds stomach churning advertisement, which has begun to be screened in 600 cinemas across UK from Jan. 16, shows a man coughing up a dead rat after taking a fake tablet bought from an illegal website. And the voice warns, “Rat poison, just one of the dangerous ingredients that may be found in fake medicines purchased on illegal websites.”

Pfizer, the leading pharmaceutical company is joined by The Patients Association, Men's Health Forum, H.E.A.R.T UK and other leading patient representatives.

Pfizer’s Medical director, Dr David Gillen, said, "We are thrilled to be collaborating with the MHRA and leading UK patient organisations to tackle the industry wide problem of counterfeit medicines head on. The time has definitely come to issue a clear, unified message to people about the dangers of purchasing medicines from illicit and unregulated sources.”

"This advertising campaign forms part of a wider public education campaign launched by Pfizer last year to ensure the public is aware of the health risks they are taking by buying and consuming counterfeit medicines, potentially without even a proper diagnosis from a qualified healthcare professional," Dr. Gillen added.

According to various studies, nearly 330,000 Brits buy prescription-only medicines from illicit websites or from the black market every year. And, according to the World Health Organisation (WHO) approximately 90 percent of drugs bought online are counterfeited or are substandard and do not work.

Even the tests conducted in laboratory show that fake medicines contains rat poison, toxic solvents and even lead-based road paint.