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There’s a reason you see so many drug ads featuring the same boilerplate images of happy embraces and beautiful landscapes: It’s hard to get too creative without running afoul of regulations.

That reality was reflected this weekend at the drug industry’s Oscars, where a jury at the big annual advertising awards fete in the south of France declined to award the top prize in the pharma category to anyone. It’s the second time that’s happened since the Cannes Lions Health creative award was first introduced in 2014.

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