Publicis Health, one of the world’s largest health advertising agencies, has agreed to pay $350 million in a settlement of allegations concerning its marketing strategies for Purdue Pharma’s opioids. This news was announced by New York Attorney General, Letitia James, marking the first settlement of its kind that involves an advertising agency.
The Publicis agency, a subsidiary of French corporation Publicis Groupe SA, was implicated as a result of a coalition led by James involving every attorney general across the United States. According to a news release from James’s office, Publicis worked with Purdue Pharma from 2010 to 2019 developing marketing campaigns for several opioids such as OxyContin, Butrans, and Hysingla. The strategies reportedly aimed to deceptively increase opioid usage for an expansive patient pool at higher doses.
The settlement conditions, negotiated by James and Colorado Attorney General Phil Weiser, obligates Publicis to pay the sum within 60 days. The agency is also banned from future contracts involving opioid marketing or sales and have to release hundreds of thousands of internal documents linked to its work with manufacturers and consultants. A significant portion of the settlement, over $19 million, will be allocated to New York to support opioid abatement, treatment, and prevention measures.
Publicis Health, in an emailed statement to Forbes, clarified that the settlement does not constitute an admission of any wrongdoing or liability. “This is the first settlement with an advertising agency for its role in the opioid crisis and we’ll continue to go after those who contributed to this devastation,” said James via a post on X (formerly known as Twitter).
Publicis Health works across 40 global offices and 11 international brands. Besides Purdue Pharma, the agency has also collaborated with McKinsey & Company Inc. and Practice Fusion Inc., allegedly promoting false and deceptive strategies for Purdue’s opioid sales. Publicis was previously sued by Massachusetts in May 2021 over similar allegations, a case that still stands after a dismissal attempt by Publicis was turned down by Suffolk County Superior Court Judge Brian Davis in October 2021.
