Ambien is now sponsoring CNN news segments, as well as having an increased presence on CNN’s web site:

Prescription sleep aid Ambien entered into a deal with CNN ad sales to sponsor the “Morning Papers” segment on CNN’s NewsNight with Aaron Brown. CNN ad sales COO Greg D’Alba brokered the deal with Sanofi-Synthelabo, a member of global pharmaceutical company Sanofi-Aventis Group.

Under the multi-media partnership, Ambien will also get a Web presence on CNN.com and ads in a nightly newsletter written by Brown that is sent to subscribers and includes the headlines featured in the show.

The broadening direct-to-consumer advertising of a sedative hypnotic can be dangerous. Studies are showing that non-medical treatment of insomnia actually is more effective. Encouraging patients to ask for a potentially addictive “quick-fix” to insomnia is simply irresponsible, both for Ambien and CNN.