Takeda's Rozerem ; International bad product award

Yesterday I wrote about the best recalled pharmaceutical TV ads. Takeda’s Rozerem was placed at fifth place. That ad was the much talked commercial featuring Lincon and a beaver at a bus stand.

Today I am writing about Rozerem again. Another ad of Rozerem which was a reminder ad featuring graphic images of school children, school bus and blackboards. To add to that the voice in background declares, “Rozerem would like to remind you that it’s back-to-school season.”

The world federation of consumer organisations, Consumers International (CI) today announced Takeda as one of the winners of the International Bad Product Awards for this ad.

Takeda Pharmaceuticals – for taking advantage of poor US regulation and advertising sleeping pills to children, despite health warnings about pediatric use.

Ramelteon (Rozerem), has been shown to worsen insomnia, behavioural changes and self-hurt and not advised yet for pediatric use.

The product insert of Rozerem mentions

Pediatric Use

Safety and effectiveness of ROZEREM in pediatric patients have not been
established. Further study is needed prior to determining that this product
may be used safely in pre-pubescent and pubescent patients.

ROZEREM has been associated with an effect on reproductive hormones in
adults, e.g., decreased testosterone levels and increased prolactin levels. It is not
known what effect chronic or even chronic intermittent use of ROZEREM may
have on the reproductive axis in developing humans (see Pediatric Use).

So, Takeda can collect the award on CI’s World Congress in Sydney, Australia, 29 Oct – 1 November 2007 !!!!!!

The other winners are Coca-Cola, Kellog’s and Mattel.

Seeji, Pharm House


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