Pfizer pulls Lipitor ads

Pfizer recently announced that it is "voluntarily withdrawing advertising ... featuring Dr. Robert Jarvik". This is in response to investigations into ads which promote products through endorsements by celebrities. In the specific case of the Jarvik ads, criticisms included the observation that Jarvik had been providing medical advice to the ads' audience but is not a practicing physician. According to the article, the result has been "misimpressions and distractions". Pfizer stated the true intent of the advertisements was the encouragement of doctor-patient dialogs. 

I find this article of interest first because a similar (if not the same) issue arose during class discussion. I find this article of interest also because it highlights the ethical issues underlying these advertisements: given the ads' general audience, what is the ethical responsibility of the advertiser to this audience in terms of quality/accuracy of information and the presentation of a purported authority on the subject? 

http://www.reuters.com/article/healthNews/idUSTON58138020080225