The pharmaceutical industry’s propensity for spending mega bucks on advertising blitzkriegs is well known. The heavily-advertised Vioxx ads are still fresh in our minds. Now, Pfizer has kicked up a storm with its ads depicting Dr. Robert Jarvik, the pioneer of the artificial heart, who is a spokes model of sorts for Pfizer’s anti-cholesterol drug, Lipitor.

The use of a doctor to advertise a drug directly to consumers has kicked off an age-old debate over the ethics of using doctors to target advertising messages to the common man.

Also being debated is the extent of truth behind these ads. Dr. Jarvik for instance, is not a cardiologist so for him to go on TV claiming that Lipitor significantly lowers cholesterol is a bit much. Also misleading, critics of Pfizer’s ad claim, is the visual of Dr. Jarvik enjoying an active lifestyle, including a shot of him rowing, presumably the result of a fitter life after taking Lipitor.

Such subliminal messages are the basis of advertising and nothing new at all, but when it concerns a doctor, who it has now been confirmed, not only used a stunt double for that particular scene, but has never grasped a pair of oars in his life, the deal begins to look distinctly murky. Imagine the power of an advertisement by an accomplished doctor seen enjoying a fit and healthy lifestyle on the minds of susceptible viewers. The stunt double in question, a sculler named Dennis Williams it now appears, was selected for his physical resemblance to Dr. Jarvik, with his receding hairline and small build. The images from afar were shot of Williams whereas the up close images of Dr. Jarvik were taken aboard a rowing apparatus on a platform.

If it had been another industry and another advertisement, we would have hardly been debating Dr Jarvik’s rowing prowess or the lack thereof. Since this is a highly visible pharmaceutical product by a highly visible pharmaceutical company that’s one of the country’s largest, with a well known doctor as a model for the product, it’s not beyond reason to expect a level of honesty from Pfizer, their advertising guys and of course Jarvik.

When you take part in a campaign that builds its premise on the “fact” that you are fit enough to row across a lake unaided, you know there are millions of people who will believe that you are actually capable for rowing like an 18-year-old college star athlete because of the simple fact that you’re a doctor. And doctors don’t lie or deceive. This is where the Jarvik affair has become decidedly murky.

Pfizer has chosen not to comment on the rowing ad spot, but has stoutly defended its ad campaign. Dr. Jarvik on his part has posted a message on his website saying he stands by his decision to take part in the campaign.

Right now, the House Committee on Energy and Commerce has begun to look into when and why Dr Jarvik began taking Lipitor and whether the ad spot was meant to deceive.

Pfizer and Dr. Jarvik may act like this was all no big deal, but the fact is that when a doctor endorsees a product, we take it more seriously than when David Beckham kicks the ball over the moon in a Pepsi spot.

All the more reason why they should have exercised caution.

If you have suffered adverse side effects while taking a dangerous drug, you need the advice of a knowledgeable California personal injury lawyer. Contact an attorney at The Reeves Law Group for a free consultation.