>>...Purdue lied...
I had a friend (now passed) who was a well respected figure in the drug epidemilogy* field, an MD. He wrote a letter to the NEJM in which he said that as long as a patient was under direct care (meaning in a hospital) and receiving opiods for pain relief, the chances of accidental addiction were very low.
It turns out Purdue were using that - out of context - as part of their campaign. My friend was pissed. The *only* time I ever heard him use 'blue' language was the time I asked him about that letter. RIP Hersh.

*if you've wondered who tracks whether drugs that have passed approval and are now in use are actually safe, it's these guys. Unsung heroes protecting all of us.