• The New York Times, Friday, May 11, 2007 11:16 AM

Underscoring the growing pressure on the drug industry over its marketing, three current and former executives of Purdue Pharma pled guilty yesterday in federal court in Virginia to criminal charges that it had misled doctors and patients about its painkilling narcotic, OxyContin.

Initially, Purdue Pharma contended that because of its time-release formulation, OxyContin posed a lower threat of abuse and addiction to patients than faster-acting painkillers like Percocet. That claim became the linchpin of an aggressive marketing campaign.

In a statement, the company said the three executives were not aware of the wrongdoing by other company employees. Misdemeanor charges of "misbranding" can be brought against corporate executives even if they are unaware of such crimes.

Purdue will pay $470 million in fines and payments to a variety of federal and state agencies, and at least $130 million to resolve civil lawsuits brought by pain patients who claimed they became addicted as a result of having OxyContin prescribed to them.

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