Xenical ad ordered off air

But the federal drug advertising regulator did not find fault with the most controversial aspect of the complaint - advertising the product to young viewers during Australian Idol.

The complaint was lodged by consumer watchdog Choice, which claimed pharmaceutical giant Roche was directly targeting one of the show's biggest audiences, girls aged 13 to 17.

The Therapeutic Goods Advertising Code Council guidelines prohibit drug advertising directed at people under 18.

Handing down its decision, the council said Roche had breached the code which prohibited “inappropriate or excessive use” of drugs.

It said the advertisement neglected to state that the drug was only designed for obese people with a body mass index (BMI) over 29 or for overweight people with a BMI over 26 and other risk factors.

But it disagreed with Choice that the cartoon-style advertisement was directed at young girls and designed to appeal to them.

“The panel reviewed the demographic and ratings data provided by the respondent and formed the view that the advertising schedule did not appear to be directed to minors,” the council said.

Roche was ordered to pull the ad and alter its campaign, “to withdraw the unqualified representation that Xenical is suitable for anyone who wants to lose weight”.

Roche, who voluntarily removed the advertisement from television while the complaint was being discussed, has said it will modify its ad and campaign, including point-of-sale material.

“It was not our intention that the advertisement was not specific enough; however after discussions with the TGA, we accept this. As such, we took the ad off air immediately and we are working with the TGA and other bodies to ensure the advertisement is specific to Xenical’s approved indication before readvertising,” said Roche director of prescription medicines, Kirsten O’Doherty.

Choice health policy officer Viola Korczak said the Australian Consumers Association was disappointed the penalty could not be harsher.

She said Choice still hoped ASMI would impose a fine on the company.

She also urged consumers to write to the National Drugs and Poisons Scheduling Committee to request Xenical be banned from direct-to-consumer advertising and rescheduled as a prescription-only medication.

- AAP