A new advert warning people against the dangers of buying drugs over the internet has featured a man coughing up a dead rat.
Made by Pfizer, the advert will be screened in cinemas and has been classified at 15 owing to the graphic nature of the scenes.
The advert shows a man pulling out a dead rat from his mouth after taking a pill he has bought online.
It highlights the risks posed by counterfeit medicines, often sold via websites, which may not work or even be harmful.
A Pfizer report has cited that one in ten men have admitted buying drugs over the internet without a prescription.
In fact, one of the most popular drugs bought online is Viagra made by the company.
The commercial has the backing of the UK medicines regulator, the Medicines and Healthcare products Regulatory Agency (MHRA), and leading patient representatives including The Patients Association, Men's Health Forum and Heart UK.
"We are thrilled to be collaborating with the MHRA and leading UK patient organisations to tackle the industry wide problem of counterfeit medicines head on. The time has definitely come to issue a clear, unified message to people about the dangers of purchasing medicines from illicit and unregulated sources," the Telegraph quoted Dr David Gillen, Pfizer's Medical Director, as saying.
He added: "This advertising campaign forms part of a wider public education campaign launched by Pfizer last year to ensure the public is aware of the health risks they are taking by buying and consuming counterfeit medicines, potentially without even a proper diagnosis from a qualified healthcare professional."