Yet another med has been approved to help your dog lead a better life. This time its Cerenia, which is designed to help the poor pooch with motion sickness or suffering the ill effects of chemotherapy, which can cause acute vomiting.

Assuming the drug is truly safe and effective, this is sounds like a good pill to have handy. What’s interesting is the recent round of FDA endorsements given to big pharma for their doggie meds. In recent weeks, Eli Lilly’s Prozac was approved for separation anxiety and Pfizer’s Slentrol was okayed for the overweight crowd.

This isn’t surprising. Global sales of animal health products reached $17.4 billion in 2005, up 8 percent from the year before, according to Animal Pharm, a trade mag. But the trend also raises the prospect of runaway advertising targeting vulnerable pet owners.

A recent report in The Star-Ledger of New Jersey noted that sales reps routinely call on vets to promote their products and hand out free samples. Drugmakers offer seminars, dinners and free gifts; engage in Internet promotions; and advertise all over the place, including vet journals.

As a New Jersey vet warns: “Our society is fast-paced and we are always looking for quick fixes, but that is not always the best way to handle things.” Indeed, the mad rush to sell pills for pets is enough to make one, well, queasy. But we have a pill for that, too, don’t we?

[tags]Cerenia, Dogs, Pfizer, Slentrol[/tags]