updated 4/19/2005 4:25:39 PM ET 2005-04-19T20:25:39

The maker of heartburn medicine Prevacid has pulled a nearly $100 million television campaign, saying it wants to focus on print ads to better explain the drug’s potential side effects and health risks.

  1. Don't miss these Health stories
    1. Splash News
      More women opting for preventive mastectomy - but should they be?

      Rates of women who are opting for preventive mastectomies, such as Angeline Jolie, have increased by an estimated 50 percent in recent years, experts say. But many doctors are puzzled because the operation doesn't carry a 100 percent guarantee, it's major surgery -- and women have other options, from a once-a-day pill to careful monitoring.

    2. Larry Page's damaged vocal cords: Treatment comes with trade-offs
    3. Report questioning salt guidelines riles heart experts
    4. CDC: 2012 was deadliest year for West Nile in US
    5. What stresses moms most? Themselves, survey says

“Print advertising allows consumers to take their time reviewing important risk-benefit information,” Katherine Stueland, spokeswoman for TAP Pharmaceutical Products Inc., said Monday. “Additionally, it gives us ample space to include that information.”

Some of the television ads featured former Denver Broncos quarterback John Elway.

Print ads once dominated the prescription drug industry, but in 1997 the Food and Drug Administration loosened rules allowing drug makers to advertise on television. But lately, drug companies have reconsidered advertising methods amid increasing regulatory crackdowns.

TAP said it hopes its print ads will allow “consumers to take an adequate amount of time to review important information about the drug,” Stueland said.

The most common side effects of Prevacid are diarrhea, nausea, abdominal pain and headache, according to the drug’s Web site.

© 2013 The Associated Press. All rights reserved. This material may not be published, broadcast, rewritten or redistributed.

Discuss:

Discussion comments

,

Most active discussions

  1. votes comments
  2. votes comments
  3. votes comments
  4. votes comments