Viagra, Cialis and Levitra... those erectile dysfunction commercials that air while you're watching sitcoms aren’t just awkward and uncomfortable, according to a new study, they are breaking rules too. Those rules, designed by the pharmaceutical industry itself, are meant to ensure the campaigns educate consumers and avoid targeting audiences for which the message is not age appropriate - like children. But the study out of UNC Charlotte says that 'Big Pharma's' efforts to self-regulate are "an industry-sponsored ruse" with the intention to deflect criticism and block any new Federal regulations. We'll talk with the researchers about direct-to-consumer pharmaceutical marketing - about the effectiveness and the ethics behind the ads. Sex, Lies and Television, when Charlotte Talks.