For the first time, an Oxycotin advertiser will pay $350M in opioid marketing settlement

Publicis has agreed to pay $350 million and refrain from taking on opioid clients, resolving a US lawsuit accusing the French ad company of falsely marketing Purdue Pharma’s OxyContin.

The decision makes Publicis the first-ever OxyContin advertiser to settle. It will pay the amount in the next two months.

New York Attorney General Letitia James led the negotiations, which also involved Colorado Attorney General Phil Weiser and eight other states.

Allegations spanning a decade
Publicis collaborated with McKinsey on the “Evolve to Excellence” campaign, accused of promoting the overprescription of opioids, especially OxyContin, from 2010 to 2019.

Its ads, pamphlets and brochures were also accused of falsely claiming OxyContin as non-addictive.

In 2021, McKinsey settled for $573 million over its alleged involvement in the opioid crisis.

In August, the Supreme Court halted a $6 billion settlement involving Purdue Pharma that would have protected the wealthy Sackler family (company’s owners) from further opioid-related lawsuits.