FDA calls Lilly ads for dog Prozac misleading

Eli Lilly and Co. has been ordered by the Food and Drug Administration to yank certain ads and promotions for its Reconcile drug for separation anxiety in dogs because the promotions are “misleading.”

Lilly didn’t note that some dogs in trials improved because they were given behavior modification training, and did not receive just a placebo. Lilly also was told to correct the message to groups that received the promotions.

The agency approved the derivative of the Prozac human antidepressant in April.

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