Ad makers are devising a new ad for ViagraThere hasn't been a Viagra TV ad since November 2004, when regulators requested Pfizer to halt the commercials because they violated several regulations, including making unsubstantiated claims.

With all the sex in ads this is the one place where we can't use sex," laments Schirmer, managing director of McCann Humancare, an agency specializing in health care ads for Pfizer.

Facing a furor over its advertising practices and the potential of more government regulation, the pharmaceutical industry adopted voluntary guidelines in January to improve the accuracy and balance of ads so the severity of diseases and the side effects of Viagra aren't whitewashed.

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