Not unlike secondary smoke, the spillover from side effects associated with a rival product can also be harmful. This seems to be the case with Glaxo, which soon plans to increase advertising for its Nicoderm CQ patches, Nicorette gum and Commit lozenges, the Associated Press reports.

The move is hardly surprising, given the problems plaguing Pfizer’s Chantix, the controversial smoking-cessation pill that has been linked to psychiatric adverse events, most notably suicidal thoughts and behavior, along with other side effects that the FDA is reviewing.

Gwyn Cready, Glaxo’s senior brand manager for smoking control, tells the AP that sales of the nicotine replacement products have leveled off since the FDA began investigating adverse event reports associated with Chantix in November. And so Glaxo will begin airing more ads in September for its nicotine products.