The UK’s Prescription Medicines Code of Practice Authority has ruled the drugmaker for an “unbalanced promotion” that “brought discredit” on pharma through a marketing campaign on television, the Internet and in brochures, according to The Financial Times.

The regulator says Lilly presented info on its erectile dysfunction med that failed to cite the side-effects or risks, and in a way that would have encouraged patients to seek a prescription for Cialis. The judgement is expected to be released shortly and has been accepted Lilly, which stopped using the criticized aspects of its campaign last month.

The Cialis marketing was one of the most ambitious disease awareness campaigns so far conducted in the UK, the FT adds. The “40 over 40” campaign claimed that 40 per cent of men aged over 40 had problems with erectile dysfunction, and provided treatment options, listed without the brand names on its website, but including them in a brochure distributed for doctors’ waiting rooms.