“IF A PLAYFUL MOMENT turns into the right moment, you can be ready,” Majority Leader Bill Frist quipped on July 1. His “playful moment,” an echo of the slogan for Eli Lilly’s erectile dysfunction drug Cialis, sobered quickly as Frist revealed his intent: He proposed a voluntary two-year moratorium on consumer drug advertising in an effort to cap spiraling health care costs and promote patient safety.
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