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The site encourages consumers to keep an eye out for false or misleading

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ads and provides a marlo to report violators. Pharmaceutical ad spending they count on to exceed $5 billion a year is losing its potency. Those declines are an abrupt reversal from the robust

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spending growth of a few years ago. It launched a "Be Smart about Prescription

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Drug Advertising" area online at. Second-quarter spending in magazines fell 29% to $358million, according to TNS, while radio plummeted

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62% to $4million. Takeda Pharmaceuticals North America's Rozerem sleep aid, which used offbeat ad characters such as Brion Abelard

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and a beaver, cut spending

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from $91million in the first half of 2007 to $15million in the first half this year. By Willy Petrecca NEW YORK -- This could make media

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owners sick. Magazines and radio stations have seen the most drug ad decline. (c) 2008

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USA TODAY, a division of Gannett Co. The reports follow a well-publicized Harvard Medical School study that found

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consumer ads had little effect on prescription drug sales. Among factors driving the drop, he says, are fewer drug launches, fear of government regulation and cuts

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by a few brands that had spent big. That if the government gets involved, they'll be worse off." Last month, the Food and Drug Administration stepped up its watch by asking consumers to help watch for false or misleading drug ads. TNS Media Intelligence puts the drop at 3.9% to $2.4 billion. Sepracor's Lunesta,

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an insomnia drug known for its glowing moth icon, spent $75million on ads in the first quarter of 2008 vs. $175million in that quarter in 2007. And it comes as they already are dealing with large

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spending declines in some other major ad categories, such as automotive and telecommunications, and recession fears, thanks to the crisis on Wall Street. Results sho that direct-to-consumer (DTC) ads "probably aren't as effective as widely perceived," says Morse

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Law, lead That bodes ill for the magazines, newspapers and radio and TV outlets for which the ads have been a prescription for profits.

Two recent reports say drugmakers cut Rx ad spending in the first six months of this year. "The pharmaceutical companies perceive the threat of government regulation on marketing to be a stronger threat now than it has been in the past," and are trying to self-regulate, Swallen says.