Merrill-Dow

Advertisers managed to find ways around the restrictions, however. For example, Merrill-Dow, the maker of a new antihistamine called Seldane, claimed that its product made users less drowsy. Ads for the drug did not mention it by name and therefore did not need to summarize risks and side effects. Rather, the ads merely said that a new drug for allergies was out, it did not make users drowsy, and doctors could provide more information. The 1988 ad campaign was hugely successful, and sales of Seldane soared. 

Merrill Dow combined with Marion Laboratories for 7.7 billion. 

Studies were carried out by Lakeside Laboratories (now Incorporated into Merrill Dow Pharmaceuticals, Inc.) In rodents and dogs. The results can be summarized as follows. 

Merrill, L.D., Dow Coming Corporation, Mail No. 93, Midland, Michigan 48686. 

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