Released by FDA:  9/22/04.  Posted by FDA:  9/22/04

Kevin Dransfield
Senior Associate Director, Drug Regulatory Affairs
Boehringer Ingelheim Pharmaceuticals, Inc.
900 Ridgebury Road
P.O. Box 368
Ridgefield, CT 06877-0368

RE:    NDA # 20-636, 20-933
          Viramune® (nevirapine) Tablets
          Viramune® (nevirapine) Oral Suspension
          MACMIS ID #12717

Dear Mr. Dransfield:

The Division of Drug Marketing, Advertising, and Communications (DDMAC) has reviewed a direct-to-consumer (DTC) print advertisement (ad) (VR-8515CR) for Viramune® (nevirapine) Tablets and Oral Suspension, submitted by Boehringer Ingelheim Pharmaceuticals, Inc. (Boehringer) under cover of Form 2253.  This print ad fails to reveal material facts about Viramune.  Specifically, the main part of the print ad fails to disclose limitations on the indication for Viramune, and minimizes the risks associated with Viramune, which can be serious or even fatal. See 21 U.S.C. § 352(n); 21 CFR 202.1(e)(3), (e)(7)(viii).  It is important that patients currently taking or considering treatment with Viramune clearly understand these limitations and risks for their own safety.

Background

According to the approved product labeling (PI), Viramune is a non-nucleoside reverse transcriptase inhibitor with activity against HIV-1.  It binds directly to reverse transcriptase and blocks the RNAdependent and DNA-dependent DNA polymerase activities by causing a disruption of the enzyme's catalytic site.  Viramune is indicated for use in combination with other antiretroviral agents for the treatment of HIV-1 infection. The PI includes the following boxed warning:

The PI also includes, under "Information for Patients," the following additional statements:

Patients should be informed that VIRAMUNE therapy has not been shown to reduce the risk of transmission of HIV-1 to others through sexual contact or blood contamination...

VIRAMUNE is not a cure for HIV-1 infection...

Brief Summary Requirement Violation

The main part of the print ad contains various safety and effectiveness claims for Viramune.  The headline "i am taking on tomorrow" [lowercase in original] is followed by "The power to suppress viral load," "Generally well-tolerated," "Twice-daily dosing," and "No food restrictions."  Below these claims, there is a paragraph, titled "Important Safety Information for VIRAMUNE," that presents some risk information and contains a small-type reference to the "Patient Product Information" on the adjacent page.  This paragraph fails to state that Viramune:

Although these statements are in small print on the adjacent page, they are omitted from the main part of the print ad. 21 CFR 202.1(e)(3)(i).

Minimization of Risk

The print ad is misleading because it fails to present risk information with a prominence and readability reasonably comparable with the presentation of information relating to the effectiveness of Viramune.  Specifically, in the main part of the print ad, the risk information is presented at the bottom of the page, in a single-spaced paragraph, in small type size, and with poor contrast.  The main part of the print ad presents the risk information in non-bolded type against a pale white background, which is then superimposed over another image, creating a visually distracting presentation that makes the risk information difficult to discern. 21 CFR 202.1(e)(7)(viii).

Conclusion and Requested Action

The main part of the print ad omits important limitations on the indication for Viramune, and fails to present information on the risks associated with Viramune with sufficient prominence and readability.  Accordingly, the print ad violates section 502(n) of the Act, 21 U.S.C. § 352(n), and misbrands Viramune.

DDMAC requests that Boehringer immediately cease the dissemination of promotional materials for Viramune Tablets and Oral Suspension the same as or similar to those described above.  Please submit a written response to this letter on or before October 6, 2004, describing your intent to comply with this request, listing all promotional materials for Viramune Tablets or Oral Suspension the same as or similar to those described above, and explaining your plan for discontinuing use of such materials.  Please direct your response to me at the Food and Drug Administration, Division of Drug Marketing, Advertising, and Communications, BFD-42, Room 8B-45, 5 600 Fishers Lane, Rockville, Maryland 20857, facsimile at (410) 594-6771. In all future correspondence regarding this matter, please refer to MACMIS #12717 in addition to the NDA numbers.  We remind you that only written communications are considered official.

If you choose to revise your promotional materials, DDMAC is willing to assist you in assuring that your revised materials comply with applicable provisions of the Act by reviewing your revisions before you use them in promotion.  There are different ways of revising your materials to address the issues identified in this letter. Boehringer could, for example, address the first issue above by adding the missing information.  With respect to the second issue, Boehringer could provide greater emphasis for the risk information through the use of bulleting, increased type size, improved contrast, additional spacing, or other techniques apt to achieve emphasis.

The violations discussed in this letter do not necessarily constitute an exhaustive list.  It is your responsibility to ensure that your promotional materials for Viramune Tablets and Oral Suspension comply with each applicable requirement of the Act and FDA implementing regulations.

Sincerely,

Jennifer C. Murphy, Pharm.D.
Consumer Promotion Analyst
Division of Drug Marketing,
   Advertising, and Communications