Bristol-Myers Changes DTC Ad Policy

BOSTON Bristol-Myers Squibb said it would cease advertising drugs directly to consumers during their first year on the market.

The client spent $140 million on paid media in 2004, per Nielsen Monitor-Plus.

“For a minimum of 12 months following a launch of a new medication, Bristol-Myers Squibb will refrain from any direct-to-consumer branded mass media [television, radio and print] advertising to promote the medication,” the client said in a “DTC Communications Code” posted on its Web site.