AstraZeneca stunned attendees at the recent FDA hearings -- at least those "in the know" -- with an announcement that it submitted written testimony proposing "a mandatory requirement for pharmaceutical companies to submit all [emphasis added] direct-to-consumer (DTC) advertising to the U.S. Food and Drug Administration's (FDA) Division of Drug Marketing and Communication (DDMAC) for review prior to its use."

Is this a smart move or a dumbass move?

Read more about this in today's post to Wall Street Journal's favorite pharmaceutical industry blog.