Bryan Cohen Nov. 8, 2013, 8:15pm

BOSTON (Legal Newsline) -- Massachusetts Attorney General Martha Coakley announced Thursday settlements with the manufacturer and marketer for EpiPen to resolve allegations of running a deceptive television advertisement.

In separate consent judgments, Pfizer Inc. and Mylan Specialty LP will be required to submit new ad campaigns for EpiPen, a mobile device used to treat acute allergic reactions.

Pfizer and Mylan must submit new ad campaigns for EpiPen and EpiPen Jr. auto-injectors to the U.S. Food and Drug Administration for pre-review. Pfizer and Mylan also will pay the state a total of $625,000.

Coakley alleged an advertisement run by Pfizer and Mylan gave the impression that EpiPen alone can provide assurance that a child with a history of life-threatening allergic reactions need not take precautionary measures to avoid exposure to allergens.

EpiPen is intended for immediate self-administration as emergency supportive therapy only and is not a substitute for immediate medical care.

"While EpiPen is an important medication that can provide emergency assistance for severe allergic reactions, these advertisements put consumers at risk by giving an overall misleading impression that the product alone removes the need to take precautionary measures," Coakley said.

"We are pleased that these settlements will bring money back to assist consumers in Massachusetts and prevent these deceptive ads from running again."

Mylan will pay $250,000 to the state, including $75,000 in costs, fees and civil penalties and $175,000 to fund health care consumer protection initiatives.

Pfizer will pay $375,000 to the state, including $150,000 in civil penalties, fees and costs and $225,000 to fund health care consumer protection initiatives.

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