AIDS Healthcare Foundation Asks Bristol-Myers Squibb To Stop Running Reyataz Ad It Says Minimizes Seriousness of AIDS

Main Category: HIV / AIDS
Article Date: 20 Feb 2005 - 3:00 PDT

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'AIDS Healthcare Foundation Asks Bristol-Myers Squibb To Stop Running Reyataz Ad It Says Minimizes Seriousness of AIDS'

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The AIDS Healthcare Foundation on Thursday asked pharmaceutical company... Bristol-Myers Squibb to stop running advertisements for its antiretroviral drug Reyataz that the group says "minimize the seriousness" of HIV/AIDS, the Wall Street Journal reports. The ad for Reyataz features two men on a beach playing backgammon and says, "The Word on HIV: Fight HIV Your Way," according to the Journal. AHF President Michael Weinstein said the ad could "lead to a lack of concern about contracting HIV," according to the Journal. He added, "It says that 'I don't have to be that careful about getting HIV because I can go to the beach and pop pills'" (Wall Street Journal, 2/17). "In 2001, drug companies were widely criticized for misleading AIDS drug ads that featured attractive, buff HIV-positive men climbing mountains and running marathons, something that many AIDS advocates believed minimized the seriousness of contracting an HIV infection and then living with its consequences," Weinstein said, adding, "At the time, the industry relented and adjusted its advertising. However, the industry now appears to be falling back to its old misleading patterns" (AHF release, 2/17). A BMS spokesperson said the company "has been making HIV medicines for over a decade," adding, "We take how people are portrayed in our advertising very seriously and strive to depict HIV-positive people in a responsible way. To our knowledge, we have not been contacted by the AIDS Healthcare Foundation about this advertisement, but we take their opinion and feedback very seriously and will look forward to a dialogue with them" (Wall Street Journal, 2/17).

"Reprinted with permission from kaisernetwork.org kaisernetwork.org. You can view the entire Kaiser Daily HIV/AIDS Report, search the archives, or sign up for email delivery at www.kaisernetwork.org/dailyreports/hiv.. The Kaiser Daily HIV/AIDS Report is published for kaisernetwork.org, a free service of The Henry J. Kaiser Family Foundation . © 2005 Advisory Board Company and Kaiser Family Foundation. All rights reserved.

View drug information on Reyataz.


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Visitor Opinions (latest shown first)

Reyataz Ads

posted by Anthony Salas on 17 Dec 2006 at 4:51 pm

I am a model in one of Reyataz's current ads. I am proud of who I am, and I am proud to have been chosen to represent this product two times. What I don't understand is where does AHF or any other supposed healthcare institution that claims to have the best interests of HIV positive persons, get the right to make the claim that the ads are "Irresposible"?

HIV infection is not a death sentence. There is life after your HIV diagnosis. I'm an active man, who is a dancer, yogi, actor and teacher. I, as well as many other poz friends work out at the gym. And yes, I enjoy days at the beach with my friends and pop my meds right on the beach.

While I am not in the minds of the advertisers, I believe they are doing their best to take away some of the social stigma of living with HIV, which was created by the medical institution and the media to begin with. Trust me, there is nothing "romantic" about living with HIV, as one article I've read claims the drug companies are romanticizing HIV infection.

How so, I ask? This is about personal responsibility. Each person is in charge of their own life and the choices they make in their life. The drug companies do not have any power over anyone's freedom of choice, or freedom to think for themselves about how they perceive HIV infection. I am a normal person, living a normal life. HIV is a small part of my full life. I don't at all minimize the ramifications of it, because my health is of high importance to me. Conversely, I don't agonize over the fact that I am living with HIV. I've got lot's of goals to accomplish, lot's of trips to take, lot's to do while I'm here. Yes, even with the ups and downs of life, for me, life is a beach. Why? Because I am choosing it to be so. That may not be the same for everyone, and it shouldn't be. We are all individuals. Instead of bashing and finger pointing, why don't you interview me, as well as some of the other models who appear in BMS's ads, and see what we have to say? After all, we weren't chosen to be spokespersons for nothing.

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