Upcoming film in trouble for using cough syrup as promotional tool

MUMBAI: The promotion material for an upcoming Bollywood movie, which also features an over-the-counter (OTC) cough syrup, has got into trouble with the Food and Drugs Administration (FDA) after complaints that the syrup contains ingredients that can cause adverse side effects for patients with existing neurological, cardiovascular, psychological and breathing complications.

Speaking to HT, FDA officials said they would check the contents of the syrup and issue notices to officials concerned on the basis of a complaint.

The Chandigarh-based pharmaceutical company, which manufactures the cough syrup, was pulled up by FDA Maharashtra in 2015 for promoting a fairness cream, which allegedly contained corticosteroid. FDA had also prohibited the marketing of the product in Maharashtra.

“We are aware of the fact that the pharmaceutical company is involved in both these products. We will definitely check the contents of the syrup and issue notices based on the complaint,” said Arjun Khadtare, FDA joint commissioner (drugs).

Dr Tushar Jagtap, a medical activist, recently wrote to the FDA commissioner, citing how the advertising campaign promoted self medication.

“A drug is prescribed, taking into consideration factors like safety, efficacy, need of that particular molecule, age of the patient, dosage schedule, drugdrug interactions, history of allergy and other important aspects,” said Dr Jagtap.

“General information provided by the advertisement and the leading actress is misleading and can endanger the lives of many unsuspecting patients.

In our country, self-medication is rampant and these kind of advertisements promote the same,” Dr Jagtap added, requesting FDA commissioner to take action against advertisers concerned.