The FDA approved Zohydro ER, a high-dose pure hydrocodone pill, despite an 11-2 vote against it by an advisory committee. Media coverage of the drug's launch is criticized as "native advertising" that highlights the drug's potency (10 times that of Vicodin) while ostensibly warning of its dangers. The drug is described as "heroin in a pill" and is set to hit the market in March 2014.
