Indivior Halted for Misleading Opioid Overdose Drug Marketing

New York – In a groundbreaking move against deceptive pharmaceutical practices, New York Attorney General Letitia James announced today the settlement of a landmark case with Indivior, Inc., halting the company’s misleading promotion of its opioid overdose drug, Opvee.

Despite being unauthorized by the New York State Department of Health for over-the-counter use, Indivior had aggressively marketed Opvee as an alternative to Narcan, the standard medication for overdose reversals. This deceptive practice was aimed at public officials across the state, potentially putting lives at risk with a drug fraught with severe side effects.

Under the terms of the settlement, Indivior is mandated to refund taxpayer dollars paid for Opvee sales, recall improperly sold doses, cease false statements about Opvee, and implement comprehensive reforms in its marketing and training practices. The company’s reversal of its promotional tactics came just two days after the agreement was signed.

“Indivior cannot rewrite its history and exploit this drug crisis for profit,” said Attorney General James. “My office will continue to combat the devastating opioid crisis and ensure New Yorkers are protected.”

New York State Department of Health Commissioner Dr. James McDonald emphasized the importance of using proven treatments, stating, “The Department of Health remains committed to following the science and ensuring that naloxone remains the primary treatment for overdose reversals.”

Indivior’s previous $86 million settlement with Attorney General James and other states over its role in fueling the opioid epidemic did not deter the company from promoting Opvee as a safer alternative. However, this latest action by the AG’s office sends a strong message that such deceptive practices will no longer be tolerated.