Novartis chided for athlete's foot ad

An industry group that reviews advertising said it has recommended that a unit of Novartis AG modify ad claims for Lamisil AT Gel Advanced, an athlete's foot treatment.

The Swiss drug maker, which employs 2,000 workers in Massachusetts, claims in ads that Lamisil "revolutionary cooling gel penetrates faster."

The recommendation to Novartis to modify its ads was made by the National Advertising Division of the Council of Better Business Bureaus, which advocates "accuracy in national advertising through voluntary self regulation."

The division recommended that Lamisil's claim be modified to "avoid conveying the message that consumers will experience more rapid relief with more rapid absorption."

Lamisil's ad claims were challenged by Schering-Plough Corp., a rival drug maker marketing athlete's foot treatments.

The division said Novartis disagreed with its conclusion but agreed to modify future ads.
(By Chris Reidy, Globe staff)