 The sole purpose of the Rufen ad was to promote it as being cheaper than the leading brand Motrin, and it contained no other claims related to the medication.The FDA briefly demanded that the Rufen ad be pulled, but it was restored after minor amendments.As its guidelines were not written with mass media in mind, these early campaigns prompted concern from the FDA, especially after the arthritis drug Oraflex (whose release had been backed by a significant PR campaign) was recalled after only five months on the market, following reports of adverse reactions and deaths.