The Consumers International (CI), the worldwide body working for consumer rights, has drubbed the global pharma major Eli Lilly by announcing 'the marketing overdose award' for the rampant promotion of its drug Cialis.

The annual 'bad company awards', instituted to mock at the irresponsible behaviour by some leading brands and draw attention to rights issues in the last one year, were announced recently by CI for five companies including Eli Lily. The consumer rights body, having over 4.5 million members across the country, chose the winners through nominations from the member organisations and then assessment of a judging panel.

"Eli Lilly takes this year's Marketing Overdose Award for the promotion of its erectile dysfunction (ED) drug, Cialis. Global sales of the drug topped US$1.1 billion in 2007, making it one of Lilly's biggest sellers. Those figures aren't surprising considering Lilly spent US$152 million on public promotion of the drug in the USA alone," a release by CI said.

ED is big business, yet many independent studies question the efficacy of drug treatments. Research by CI's US member organisation, Consumer Union earlier this year found that among men using an ED drug, less than half considered it effective in managing the condition. And one-third reported experiencing side effects. Yet Lilly is intent on vigorously promoting Cialis and time after time the company has been pulled up on its marketing tactics, the release said.

In October 2008, the UK pharmaceutical watchdog reprimanded Lilly for not providing adequate information about the side effects of Cialis in its online and in-surgery promotions. Side effects include headache, heartburn, muscular aches and pains, runny nose and flushing. Much less common are potential adverse reactions, such as visual and hearing problems.

"In Australia in July 2008, Lilly was fined by the industry watchdog following a complaint filed by CI member organisation, Choice. The violation concerned a widely referenced press release issued by the company. The release cited a Lilly-commissioned survey of 1,000 Australian men over 45 and claimed that 50 per cent had problems having sex on impulse. Lilly used the results to promote Cialis through the press, in contravention of Australian guidelines on drug promotion. Lilly's marketing blitz on middle-aged men goes on and on. Other targeted promotions for Cialis have recently included sponsorship of the golf's PGA tour and the Americas Cup sailing event. In 2007, Eli Lilly's China President, Jorg Ostertag even suggested Cialis can help reduce the country's divorce rates," the release claimed.

Justin Macmullan, Consumers International Head of Campaigns said, "Erectile dysfunction is a serious condition that affects millions of people worldwide. But consumer-focused promotions for drugs like Cialis exaggerate the number of potential sufferers and encourage men and their partners to seek prescription drugs for conditions that could be alleviated by changes in lifestyle. This is irresponsible drug marketing at its worst."