News Summary
The New York Attorney General has mandated that Indivior cease the marketing of its opioid overdose reversal drug Opvee due to misleading promotional practices. Allegations arose that Indivior promoted Opvee for use by unauthorized personnel, despite its lack of approval for such applications in New York. The settlement requires Indivior to return public funds and unused units while ending all misleading promotions. This decision emphasizes accountability within the pharmaceutical industry amidst the ongoing opioid crisis in the state.
New York – On September 30, 2025, the New York Attorney General, Letitia James, announced a major decision requiring the pharmaceutical company Indivior to stop marketing its opioid overdose reversal medication, Opvee. This action follows serious allegations that Indivior engaged in misleading marketing tactics by promoting the use of Opvee by non-medical local emergency responders, despite such use not being authorized in the state of New York.
Opvee has not gained the necessary approval from New York’s health department for distribution that would facilitate its use in overdose prevention programs by non-medical personnel. In contrast, naloxone (Narcan) has received state approval for such applications, reflecting its acceptance and recognized safety among emergency responders. Evidence reviewed by the Attorney General’s office indicated that Indivior representatives promoted Opvee to various authority figures in numerous counties across New York without obtaining the required state endorsement, raising questions about the drug’s marketing practices.
In a notable incident, the Broome County Sheriff’s Office placed a standing order for 300 units of Opvee, amounting to $22,500, in the spring of 2024. This order prompted a cease-and-desist letter from the Office of the Attorney General (OAG) in July 2024, indicative of the ongoing scrutiny surrounding Indivior’s practices in New York.
As part of the settlement reached with the authorities, Indivior is required to return all public funds received for Opvee, accept the return of 294 unused units, enhance training for its personnel, and immediately cease all misleading promotions associated with Opvee. Importantly, Indivior did not admit any guilt concerning the allegations of violating New York state law in the agreement.
Following the settlement, Indivior informed stakeholders of its decision to stop the promotion of Opvee entirely, signaling a significant shift in how the company will approach the opioid crisis moving forward. Public health experts have raised concerns regarding Opvee, suggesting it may be associated with more severe side effects, such as prolonged withdrawal symptoms, and current data suggests it does not improve health outcomes compared to Narcan.
Notably, Opvee’s effects can last up to 12 hours, while Narcan’s effects typically last around 90 minutes, emphasizing the differences in how these two medications operate in overdose situations. The Attorney General stated the importance of maintaining transparency in addressing the ongoing opioid crisis, highlighting the need for accountability from pharmaceutical companies.
To date, Attorney General Letitia James has successfully secured over $3 billion from various opioid manufacturers and distributors, allocating these funds toward treatment and prevention efforts across New York. This effort underscores the state’s commitment to combating the opioid crisis and supporting those affected by it.
In summary, Indivior’s cessation of Opvee marketing reflects the state’s ongoing efforts to regulate the distribution of opioid medications strictly and protect public health. With the legal and financial repercussions faced by Indivior, the resolution of this issue may serve as a precedent for how pharmaceutical companies engage with the state concerning the promotion of medical products.
Deeper Dive: News & Info About This Topic
- Fierce Pharma
- Wikipedia: Opioid
- FirstWord Pharma
- Google Search: opioid crisis
- New York Law Journal
- Google Scholar: opioid overdose reversal medications
- Finger Lakes 1
- Encyclopedia Britannica: opioid crisis
Author: STAFF HERE NEW YORK WRITER
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