Publicis Health Settles to Avoid Trials
An advertising agency that played a role in developing marketing campaigns for prescription painkillers, including OxyContin, has agreed to pay $350 million to various U.S. states. Publicis Health, a part of Paris-based media conglomerate Publicis Groupe, reached the settlement to avoid facing trials over its involvement in the opioid crisis.
Major Settlement to Fight the Overdose Epidemic
Publicis Health will pay the entire settlement amount within the next two months, with a significant portion of the money being allocated to combat the overdose epidemic. This landmark agreement marks the first time an advertising company has reached such a substantial settlement related to the toll of opioids in the United States.
Promotion of OxyContin and Other Prescription Opioids
Publicis Health worked with Purdue Pharma, the manufacturer of OxyContin, from 2010 to 2019. During this period, they assisted in marketing campaigns for OxyContin as well as other prescription opioids such as Butrans and Hysingla. The materials produced by Publicis Health emphasized the abuse-deterrent properties of OxyContin while promoting increased dosage for patients. However, it is important to note that although the drug’s formulation made it harder to break down for a faster high, it did not reduce its addictive nature.
Internal Documents to be Released
As part of the settlement, Publicis Health has agreed to release internal documents that shed light on their work for Purdue Pharma and other companies involved in opioid production. These documents will provide further insight into their role in promoting opioids.
Denial of Wrongdoing and Policy Changes
Publicis Health has stated that the settlement does not imply any admission of wrongdoing. They have also clarified that most of the work subject to the settlement was conducted by Rosetta, a company owned by Publicis that closed a decade ago. Publicis Health has affirmed its policy of refraining from taking on any new work related to opioid products.
Settlements Reflect Growing Accountability
This settlement adds to the growing list of agreements reached between drugmakers, wholesalers, pharmacies, consulting companies, and health data providers, totaling over $50 billion. One of the largest proposed settlements involves Purdue Pharma, where the Sackler family, who own the company, would contribute up to $6 billion and relinquish ownership. The U.S. Supreme Court is currently deliberating on whether family members can be shielded from civil lawsuits as part of this deal.
The Opioid Crisis and its Devastating Impact
The opioid crisis has caused immense harm, resulting in the deaths of hundreds of thousands of Americans in three distinct waves. The crisis began when OxyContin was introduced to the market in 1996, primarily associated with the misuse of prescription opioids, including generics. As efforts to combat overprescribing and the black market intensified around 2010, heroin-related deaths surged dramatically. In recent years, opioids, particularly illicitly produced fentanyl and other potent lab-produced drugs, have been responsible for over 80,000 deaths annually, reaching unprecedented levels.
