WWW- Pfizer, the maker of Viagra, has decided to take legal action against dozens of illegitimate on-line “pharmacies” and work with law enforcement agencies around the world, to block sales of counterfeit Viagra and illegal “generic” versions of sildenafil citrate, its erectile dysfunction (ED) medication.

The company has also launched a new public awareness advertising campaign and on-line resource on www.viagra.com to help educate consumers about how to avoid illegitimate Web sites, safely purchase genuine Viagra on-line and help minimize spam regarding the diamond-shaped blue pill.

“Pfizer is taking these steps to help raise consumer awareness about these problems,” said company executive vice president Jeff Kindler. “We want it clearly known that Pfizer does not send or support the sending of spam, which comes from Web sites that illegally use the Viagra name to promote and market unapproved ED products that may contain ingredients that either do not provide optimal efficacy or may pose health risks.”

Pfizer is suing five of these Web sites (www.viagraxonline.com; www.yousaverx.com, www.qualitygenerics.com, www.myrxforless.com and www.genericviagrapills.com) and filing dozens of legal proceedings to seize the domain names of illegal sites selling fake Viagra.

The company is also working with numerous government organizations including the US department of justice, customs and border protection, the Federal Bureau of Investigation (FBI) and the Food and Drug Administration (FDA) to prosecute counterfeiters and to identify and seize illegal products.

In the past, Health Ministry officials have said they are unable to work against local and foreign sites that illegally sell genuine or counterfeit prescription drugs because of legal problems and lack of manpower.

It’s often difficult for consumers to distinguish between legitimate and illegitimate Internet ‘pharmacies,’ ” said Brian Lamkin of the FBI.

“These Web sites are cleverly designed to defraud consumers and sell drugs that are not approved by the FDA.”

These illegal Web sites often promote “Viagra” but send the consumer counterfeit drugs. Some sites promote “generic Viagra” or “generic sildenafil citrate” although this is not legally possible since there is no FDA-approved generic version of Viagra.

Letters of complaint from consumers who unknowingly purchase fake Viagra from such sites and receive a drug that doesn’t work or makes them ill are regularly received by Pfizer.