While the commercial may have been to shed light on migraine and treatment, Lady Gaga and Pfizer are at the receiving end. The pop singer recently appeared in Pfizer’s ad for Nurtec ODT (Rimegepant), a migraine drug.
Lady Gaga embraced her health issues with the audience saying “Nothing dims my light like a migraine”. She shares how she found relief with the Pfizer drug. “To those with migraine, I see you. It’s time we all shine.”
However, the 13-time Grammy Award-winning actress’s social media post, captioned “for US audiences only”, about her battles with migraine and Pfizer’s Nurtec ODT have violated EU’s laws against direct-to-consumer (DTC) marketing for prescription drugs. Advertising prescription meds to the general public is illegal in Europe, but legal in the United States. Though the celebrity’s post was captioned for the US audiences only, it was viewable by millions across the EU.
Margrethe Vestager, executive vice president of the European Commission for A Europe Fit for the Digital Age, said the EU’s new digital laws only allow it to intervene after people flag illegal content. “If users find illegal content online it is important that they report this to the platforms. If the content is not removed, the Commission can take action and pursue the case.”
The ad initially aired in 2023. It’s the singer’s latest social media post that has fallen in bad light. She stated in an Instagram post that she made the film for people with migraine. “I have had migraine for a long time, and I really wish that I had found Nurtec ODT sooner. If you’re suffering from migraine, I know that we might have lots of different careers and different backgrounds, but we share this thing in common, and it feels good to tell you that it could be helpful to you.”
Marketing experts say Pfizer roped in Lady Gaga to tap into her diverse fan base, which spans various age groups, genders, and backgrounds, many of whom may suffer from migraines themselves. This broadens Pfizer’s campaign reach and deepens its impact, creating a sense of community.
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