Universal McCann faces loss of £8m Viagra account

An application to make the anti-impotence drug widely available without prescription has been withdrawn by its manufacturer Pfizer, after pressure from regulators.

The Interpublic agency had been lined up to handle the media planning and buying for Viagra’s first marketing campaign next year. In anticipation of the move to over-the-counter status, Omnicom’s direct marketing agency Rapp had also been appointed, along with two undisclosed PR agencies.

However, any above-the-line activity has now been shelved after the European Medical Agency feared making the pill freely available could lead to young people buying the drug for recreational use, making it difficult for doctors to diagnose problems behind erectile dysfunction.

Some 35 million men are believed to have taken Viagra globally since it became available 10 years ago.

Pfizer had wanted to make 50mg tablets available over the counter, in a move that it said would help those men too embarrassed to seek help from their doctor.

Universal McCann declined to comment on developments.