Amgen Adopts ``Guiding Principles'' for Direct-to-Consumer Advertising| Amgen

Amgen Adopts ``Guiding Principles'' for Direct-to-Consumer Advertising

THOUSAND OAKS, Calif., Aug 02, 2005 (BUSINESS WIRE) -- Amgen (NASDAQ:AMGN) today announced that it has become a signatory to the pharmaceutical industry's "Guiding Principles" on direct-to-consumer (DTC) advertising. The Pharmaceutical Research and Manufacturers of America (PhRMA) approved the Guiding Principles on Friday, July 29, 2005 and they will go into effect in January 2006. Amgen's guidelines will go into effect by January 1, 2006.

These voluntary principles recognize the role DTC advertising of prescription medicines can play by increasing awareness about diseases, educating patients about treatment options, and motivating patients to contact their physicians and engage in a dialogue about health concerns.

"The intent of DTC advertising is to increase the likelihood that patients will receive appropriate care for conditions that are frequently under-diagnosed and under-treated," said George Morrow, executive vice president, global commercial operations. "DTC is only part of Amgen's patient education effort. Amgen has long served patients, physicians, and communities by supporting health education programs singularly or with partnerships with patient advocacy groups or health care providers."

PhRMA's guidelines go beyond current Food and Drug Administration (FDA) regulations. Principles that exceed FDA requirements include the recommendation that manufacturers educate physicians about a particular product before a new DTC campaign launches and the commitment by companies to submit all new DTC television advertisements to the FDA before releasing these advertisements for broadcast. Amgen intends to expand its guidelines by pre-clearing through the FDA all initial drug product DTC television and print advertisements and to conduct DTC advertising only in categories where there is significant under-diagnosis or under-treatment, an area where DTC can make the most difference for patients.

The following are some of the key elements of PhRMA's Guiding Principles: