A thrice failed antidepressant is at the centre of a new marketing campaign to win approval for what could become the world’s first blockbuster sex pill for women. Frustrated by the drug’s repeated rejection, proponents have orchestrated a fierce attack, accusing the regulator of unfairness, and enlisting support from several well connected women’s organisations in the US. Critics counter that the campaign is exceedingly misleading, that it targets a desire disorder that does not exist, and that approval could see widespread overprescribing of a drug with marginal benefits and real safety concerns. Ray Moynihan has investigated for The BMJ, and talks to Rebecca Coombes about the way this publicity campaign has been orchestrated. Read the full feature: http://www.bmj.com/content/349/bmj.g6246

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“What did the council decide on item 42?” — answered with the speaker and the moment.

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