Firm’s claims on dog Prozac get muzzled
Eli Lilly and Co used misleading claims to promote a version of Prozac for dogs to treat separation anxiety, neglecting to mention that dogs in a trial also got behaviour training, U.S. regulators said.
The Food and Drug Administration said in a letter to Lilly unit Elanco Animal Health, released Monday, that statements on a company website, in a veterinary magazine advertisement, and in other promotions suggested Reconcile was more effective than studies have shown and were misleading.
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Lilly’s materials touted the percentage of dogs that improved with Reconcile compared with a placebo, but failed to mention that both groups received behaviour modification training, the FDA letter said.
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The promotions “suggest that the product is more effective than has been demonstrated,” the FDA said.
The FDA asked Lilly to stop using the claims and to outline a plan to circulate corrective messages to the audiences that received the promotions.