But consider the reverse: the impact of politics on consumer ads.

Mr. Tauzin's organization issued voluntary guidelines for consumer ads, which took effect last year.

The problems with consumer ads for prescription drugs have not sat well with many doctors.

Their consumer ads, they say, help prompt people who are suffering from undiagnosed medical problems to seek care and remind them to take their medicine.

As an example of slow action, the report discussed a consumer ad for Taxotere, a cancer treatment sold by Aventis.

But the companies continue to increase the number of consumer ads.

"All the consumer ads are doing is to empower the patients so they can have a more informed conversation with their doctors."

The lawsuit asserts that the company's consumer ads falsely depict the drug's benefit and fail to disclose its limited effectiveness.

Viagra's consumer ads do little to dispel that notion.

Its last consumer ads were done in the early 1980's by Sherwood & Schneider.