Bristol-Myers Squibb Tuesday said it was adopting a self-imposed policy banning advertising for new drug brands for the first year they are on the market. The move comes just as the pharmaceutical
business is set to establish industry-wide guidelines on marketing new drugs to consumers. The development is intended to head-off government scrutiny over direct-to-consumer drug advertising. It also
is expected to further slow what one of the fastest growing ad categories. -- J.M.