ADVERTISEMENT Opioid Rx Rise Can't Be Pinned Only On Ads, Prof Says Law360 (July 13, 2021, 9:45 PM EDT) -- An increase in opioid sales alone is not enough to show that an upsurge in prescriptions was caused by allegedly false and misleading marketing by drug companies, a University of Chicago marketing professor told the judge overseeing an opioid trial in California state court Tuesday. Pradeep Chintagunta of the university's Booth School of Business said that in order to establish whether allegedly false and misleading marketing caused an increase in opioid prescribing, the purportedly false statements first have to be distinguished from truthful marketing, and other factors that can influence prescribing decisions, such as a patient's background or health insurance coverage,...