MediaBuyerPlanner: The battle between P&G's Actonel and GlaxoSmithKline's Boniva - both drugs for osteoporosis - is heating up, as Boniva's marketers Hoffman-La Roche and GSK have accused P&G of falsely telling doctors they could be sued if they prescribed Boniva, and of submitting consumer research with forged signatures to the court, according to AdAge. P&G and its marketer, Sanofi-Aventis, filed a lawsuit earlier this year against Roche and GSK saying that Boniva ads falsely imply that the once-monthly drug is as effective as the weekly drug Actonel in preventing non-spinal bone fractures.

The FDA hasn't approved Boniva for preventing those types of fractures.

The court, which finished hearings last week on an injunction sought by P&G, has not yet issued a ruling. Counterclaims, which were originally filed in late April but were kept under wraps until yesterday, say that P&G's lawsuit against Boniva is nothing more than a marketing ploy.