Appearances can be deceiving. Consider the following.
1. Companies arguably have a duty to start educating prescribers prior to launch
2. Regulators allow very limited preapproval promotion
3. This forces companies to get creative whilst following the rules.
4. The ad on the bag is carefully worded, such that it would not exceed a coming soon campaign, and it provides what is allowed under a coming soon campaign. Imo.
5. Coming soon campaigns are said to be restricted in time as well. No further out than six months before expected approval.
6. NWBO arguably boxed themselves in a bit on marketing, because they are putting any TLD much closer in time to (potential) launch.
7. However, they compensate by (apparently) intending to concurrently provide a scientific journal publication along with TLD.
(In my mind, they should have taken this time to update most of their out-dated website content, but they only seem to regularly update press releases.)
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