Over the past month, direct-to-consumer ads have been yanked by different drugmakers. The Vytorin ads were pulled by Schering-Plough and Merck after a firestorm erupted over their handling of a Vytorin clinical trial. And Pfizer earlier this week ended its Lipitor ads featuring artificial heart inventor Bob Jarvik over allegations that the campaign contained misinformation.

The backdrop to this activity, of course, comes amid ongoing scrutiny of DTC ads. Congress, for instance, is investigating celebrity ads, prompted in part by the Jarvik ads. And there is growing speculation that a Democrat in the White House will work with Congress to change the rules that have allowed DTC advertising to flourish since 1997. So we spoke with Bob Ehrlich, a former Warner-Lambert marketing exec who heads DTC Perspectives, a consulting firm. This is an excerpt…

Pharmalot: Why do you think those ads were pulled when they were?
Ehrlich: Well, with Pfizer, I don’t think it was doing them any good at this point. They weren’t benefiting from it. There was more publicity about Jarvik than the product. The ’star’ wasn’t helping them. And it’s not as if they couldn’t live without Jarvik. They could’ve kept it on - I don’t think the FDA made them take it off. But I think it was much ado about nothing. He is a scientist and has an MD. He invented an artificial heart. So he didn’t row his own boat. Who cares? Yes, there was room for misinterpretation. But I don’t think there was an intent to mislead consumers. But they tried to explain it and it didn’t seem to go away. So as an advertising person, you have to ask ‘why bother?’

Pharmalot: What about the Vytorin ads?
Ehrlich: In that case, I believe the ads were true and correct. The clinical studies were the issue, not the advertising. But they were in the same position (as Pfizer). And that was why spend media dollars when docs are questioning the efficacy of your drug anyway?

Pharmalot: To what extent do you think the Congressional scrutiny is a factor:
Ehrlich: Not a lot, actually. I think it all depends on the ad. I don’t think a ‘normal’ ad will get pulled off by a company just because a congressman doesn’t like it. There has to be a bigger issue. That said, the congressional scrutiny in these instances certainly wasn’t helping at all. And to be honest, I think it’s going to continue.

Pharmalot: Will that accelerate with a new president?
Ehrlich: I do think you’re going to see a move to limit mass media in some fashion. McCain is anti-drug, as you saw in the debates. Although I do think there are shades of differences among the candidates, and so it may not be as high a priority for him as if Obama or Clinton get in the office. The Democrats look at media as a cost. They see a reduction in media spending as a way to lower the cost of medicines. And they’ll work a lot harder to limit advertising. This isn’t over.