A Closer Look at the Yaz Commercials and Marketing Campaign
I recently stumbled across a story about Yaz describing another one of its clever advertising campaigns. Bayer Pharmaceuticals, the manufacturer of Yaz, hired Lo Bosworth, a young actress on the popular MTV reality show "the Hills" to be the new spokesperson for Yaz in Canada. The story explains that last year the Hills star spent time in "Toronto and then Vancouver doing media interviews, where she focused on the fact that Yaz can lead to fewer symptoms like headaches and cramps during that time of the month."
This isn't the first time Bayer has attempted to promote Yaz as a treatment for "time of the month" symptoms, but it is something that Yaz has come under fire for in the United States previously. In October 2008, the U.S. Food and Drug Administration (FDA) sent a Warning Letter to Bayer stating that a number of Yaz commercials “encourage[d] use of YAZ in circumstances other than those in which the drug has been approved, over-promise[d] the benefits and minimize[d] the risks associated with YAZ.” The FDA, in its 2008 Yaz warning letter, found that the Yaz commercials made it seem as though the drug could treat PMS symptoms like cramps and headaches, when Yaz was only approved to treat the more severe symptoms of premenstrual dysphoric disorder (PMDD). The FDA also took issue with the fact that Yaz was being advertised as a way to "keep skin clear," suggesting that Yaz could be used to treat all forms of acne, when the FDA had only approved its use to treat moderate acne specifically. As a result of the FDA's findings, Bayer had to run a $20 million advertising campaign to clarify the real uses and possible side effects of Yaz.
Not long after receiving the FDA Warning Letter, Bayer hired Lo Bosworth as a Yaz spokesperson for its marketing campaign in Canada, where the FDA has no jurisdiction. The video below, based off of Bayer’s Canadian press release about Yaz, touts a whole laundry list of "benefits" that Yaz purportedly offers. You have to wonder whether these statements would pass muster with FDA, or whether the FDA would find them to be misleading just as it did with some of the US commercials.
As the Yaz spokesperson, Bosworth stated that “I have to be in control of my life at all times – especially my health. I need to make sure I’m taking care of myself..." For most women, staying in control of their lives and health involves knowing the real risks and uses of a birth control pill before they decide to take it.