Despite the growing backlash against direct-to-consumer advertising of pharmaceuticals, Mr. Henry said the company is not aware of any similar codes in the industry.

The drug's sales are extremely sensitive to direct-to-consumer advertising, he said.

Only the United States and New Zealand now permit direct-to-consumer advertising of prescription drugs.

Sanders is a strong supporter of prohibiting direct-to-consumer advertising by the pharmaceutical industry.

Such campaigns, called direct-to-consumer advertising, have proliferated in recent years as the F.D.A. relaxed strictures against them.

"My wife first found out about new therapies about migraine headaches from direct-to-consumer advertising."

The following year, Fannie Mae dipped its toe into direct-to-consumer advertising by testing commercials and print ads in seven cities.

This decision has far-reaching implications, particularly in the era of direct-to-consumer pharmaceutical advertising.

We have to ensure that we do not drift into direct-to-consumer advertising, which patients clearly do not want.

In other words, direct-to-consumer advertising helps insure fully informed consent to medical treatment.