Now you see pink dots. Now you don't.

The maker of a birth control pill that wipes out monthly periods has taken its ads off the air, after FDA criticism that the ads gloss over side effects and are "false or misleading."

Barr Research Inc.'s ads for the extended-cycle birth control pill, Seasonale, showed 12 pink dots morphing into four, signifying the reduction of monthly periods to four per year. But the commercials downplayed the fact that many women taking Seasonale experience unexpected midcycle bleeding that could be as heavy as a regular menstrual period, an FDA warning letter said.

Seasonale's Web site has also been temporarily shut down. Barr spokeswoman Carol Cox said it is being redesigned.

Seasonale critics hailed the FDA action as overdue, saying the ads were on TV for at least six months before the FDA letter went out Dec. 29. An FDA spokeswoman did not respond to questions.

"The FDA has finally moved in to stop this irresponsible advertising campaign that gives young girls the message that menstruation is a bad thing, and entices them to take this pill without acknowledging the risks," said Dr. Susan Rako, author of "No More Periods? The Risks of Menstrual Suppression." Rako recently founded Women's Health On Alert Inc. (www.womenshealthonalert. com), an educational non-profit focusing on women's health issues and hormones.

Seasonale's slogans include "Let's hear it for four periods a year," and "Fewer periods. More possibilities."

FDA regulatory review officer Kay Chitale, who signed the letter to Barr Research Inc., said Seasonale's television ads gave short shrift to serious side effects of oral contraceptives, including increased risk of heart attacks and blood clots.

The letter took issue with the ad's attempt to allay fears. "Four periods a year," the ad said. "You're thinking: 'Is that really OK?' ... Women's health care experts agree it is." In fact, Chitale wrote, there is no consensus. Cox said Seasonale's risks are similar to those of any oral contraceptive, even though Seasonale takers are ingesting more hormones over time.