Better Business Bureau Flags Novartis Advertising for Kisqali

The Better Business Bureau has recommended that Novartis discontinue claims in its consumer-facing advertising regarding its kinase inhibitor Kisqali (ribociclib) and associated effects on survival in metastatic breast cancer.

The bureau concluded that, although suitable for healthcare professionals, the advertising would be confusing for consumers because the cited studies are not similar enough to clearly convey the overall survival data and other results.

Novartis said that it disagrees with the division’s findings but plans on discontinuing the claims in consumer-facing advertising.

Eli Lilly, manufacturer of the competing drug Verzenio (abemaciclib), brought the issue to the bureau’s attention.