Pfizer pulls TV ads with heart expert Jarvik (Reuters)

WASHINGTON (Reuters) - Pfizer Inc said on Monday it was pulling television advertisements for its Lipitor cholesterol drug featuring Dr. Robert Jarvik, inventor of the Jarvik artificial heart, because they created "misimpressions."

The ads involving Jarvik had come under scrutiny from a U.S. House of Representative committee as part of an investigation into celebrity endorsements of prescription medicines.

Democratic lawmakers had voiced concern that Jarviks qualifications were misrepresented in widely seen TV commercials touting the blockbuster drug. They said Jarvik seemed to be dispensing medical advice even though he is not a practicing physician.

The commercials, which portray Jarvik in various outdoor activities, also raised eyebrows after news reports that a stunt double was used in a scene with a man rowing across a lake.

On his companys Web site, Jarvik describes himself as a medical scientist who has worked in the field of artificial hearts for 36 years and does not practice clinical medicine or treat individual patients.

Pfizer, the worlds largest drugmaker, said it was withdrawing the Jarvik ads voluntarily.

"The way in which we presented Dr. Jarvik in these ads has, unfortunately, led to misimpressions and distractions from our primary goal of encouraging patient and physician dialogue on the leading cause of death in the world -- cardiovascular disease. We regret this," Ian Read, Pfizers president of worldwide pharmaceutical operations, said in a statement.

"Going forward, we commit to ensuring there is greater clarity in our advertising regarding the presentation of spokespeople," Read said.

New Lipitor campaigns will be launched in several weeks, Read added.

Lipitor, part of the statin family of cholesterol-lowering medicines, is the worlds best-selling prescription drug. Global sales fell 2 percent to 12.7 billion in 2007, hurt by competition from low-cost generic forms of Merck & Co Incs Zocor.

Lawmakers probing the Jarvik ads praised Pfizers decision to stop running them.

"We trust that Pfizer is sincere in its commitment to greater clarity in its advertising. My colleagues and I look forward to meeting with Pfizers management team to discuss their plans related to direct-to-consumer advertising," House Energy and Commerce Committee Chairman John Dingell said in a statement.

Rep. Bart Stupak, who chairs the panels subcommittee on investigations, said lawmakers still planned to meet with Jarvik and collect and review documents requested as part of the investigation. Dingell and Stupak are both Michigan Democrats.

Officials at Jarvik Heart Inc in New York, where Jarvik serves as president and chief executive, did not immediately respond to a request for comment on Monday.

In a statement issued in January, Jarvik said he had the "training, experience and medical knowledge to understand the conclusions of the extensive clinical trials" of Lipitor.

Lipitor is known generically as atorvastatin. Zocors generic name is simvastatin.

Reuters/Nielsen