Viva Viagra? As long as it's after 10 p.m.

WASHINGTON - Rep. Jim Moran (D-Va.) has reintroduced a bill that would label broadcast advertisements for erectile dysfunction drugs and male performance-enhancement medications as "indecent."

Under Federal Communications Commission rules, that would prevent the ads from being aired between 6 a.m. and 10 p.m.

The bill is known as the Families for ED Advertising Decency Act, and it's similar to legislation Moran introduced in 2005.

Back then, he says the pharmaceutical companies offered to tone down the ads and air the racier ones later at night.

"Here they are, back again," Moran tells WTOP. "Most sporting events during the daytime on the weekends are saturated with these ads. I guess they make the highest profit margin on these ED drugs."

And he complains that the tone of the ads hasn't softened in the years since he first raised the issue.

"I don't think it's very subtle to suggest that you call your doctor if you experience an erection lasting longer than four hours, or ask your doctor if your heart is healthy enough for sex," Moran says. "I don't think it's appropriate for children to listen to that kind of stuff."

He also argues that taxpayers are helping to fund the ads, since the treatments are covered under Medicare, so he says it's appropriate for the commercials to be regulated.

Even so, Moran says he's still open to compromise with the makers of Viagra, Cialis and other performance-enhancing drugs.

"I don't think we'd get their attention unless we put in a bill, frankly," Moran says.

The bill was introduced April 29 and is now before the House Committee on Energy and Commerce.

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