PTC, drug makers team for Viagra TV ad schedule

Parents, you might want to keep your kids away from CBS' "60 Minutes," "The Mentalist" and "The Late Show With David Letterman."

All are on the Parent Television Council's new list of programs to avoid if you're sensitive about seeing erectile dysfunction ads.

The PTC announced Tuesday its teaming with drug makers Eli Lilly & Co., the makers of Cialis, and Pfizer, the parent company of Viagra, to publish their broadcast TV advertising schedules online.

“We are grateful to Lilly and Pfizer for sharing their broadcast television ad buys with us so we can inform our members and the public about where the ads will air," said PTC President Tim Winter. "This is an important first step in addressing the concerns many parents have about advertisements for erectile dysfunction drugs."

PTC normally goes after envelope-pushing programs like Fox's "Family Guy" and live award shows that include risque content. But now PTC is warning parents about shows appealing to older viewers, but containing ads they might find inappropriate for their kids.

Organizers say they began working with pharmaceutical companies two years ago when a representative of the parents group spoke at Lilly’s annual shareholders meeting. PTC then opened discussions with Pfizer and GlaxoSmithKline, with the latter apparently discontinuing TV advertising altogether.

“We applaud all three companies for their willingness to address the concerns raised by parents, grandparents and others who had been caught off guard by ED advertisements," Winter said. "Our goal is not to discourage viewers from watching programs that contain the ads, but simply to inform parents about where they will air and let them decide how to address the issue with their children."