The health care giant’s Scios unit was distributing a computer mouse pad and pen promoting its Natrecor heart failure drug, and the tchotchkes listed not only the name but also depicted a man sitting in a hospital bed with water up to his shoulders.

What’s wrong with that picture? As an FDA warning letter points out, this “evokes the concept of a sedentary hospital patient drowning,” the FDA writes. And combining that with the Natrecor logo “suggests that Natrecor treatment would be appropriate for this patient and others like him” who have trouble breathing because of fluid build-up in the lungs. Look here to see the drowning patient.

The FDA says the promotional items go beyond so-called “reminder” promotions, which don’t have to include risk info as long as they simply mention a drug name and don’t suggest anything about about effectiveness or appropriate patient groups. “We have determined that your promotional materials are not appropriate reminder labeling,” the FDA wrote Scios, which was asked to immediately stop distributing the materials or similar promotions. The same goes for the clock, too.