Kim Kardashian's Diclegis Instagram post drew the drug's first FDA warning

In July 2015 Kim Kardashian, then pregnant, posted on Instagram that Diclegis had relieved her morning sickness. The post was a paid endorsement for Duchesnay USA, the Rosemont, PA maker of Diclegis — a delayed-release doxylamine succinate and pyridoxine HCl drug approved in 2013 for nausea and vomiting of pregnancy. It drew roughly 464,000 likes before being taken down.

In an August 7, 2015 warning letter, the FDA's Office of Prescription Drug Promotion told Duchesnay the post was 'false or misleading' because it presented efficacy claims while 'fails to communicate any risk information associated with its use and it omits material facts'. The agency noted the post's links to the drug's website and safety information did not mitigate the omission, and that the post failed to state the drug is not approved for hyperemesis gravidarum.

The letter asked Duchesnay to correct the record in the same media, with similar reach and duration. Duchesnay said it took its regulatory responsibilities seriously and would respond quickly. The warning is remembered as the first FDA letter to contain the acronym 'OMG' — a small detail that made regulation of paid social-media endorsements visible to the general public.