AIDS Healthcare Foundation (AHF) launched a new national ad campaign on Wednesday. In the ad, AHF puts forth eleven separate principles for the administration and use of Gilead Science’s AIDS treatment Truvada for pre-exposure prophylaxis (PrEP) for HIV prevention.

“A sometimes emotional debate over the proper use of Truvada for prevention of HIV has now been raging for the last several years,” the ad notes.

The key principles outlined for the administration of PrEP include: those who have not and will not use condoms and are having multiple sexual partners are the best candidates for PrEP; those who use condoms with every partner do not require PrEP; the decision to begin PrEP should be thoroughly discussed with one’s medical provider ­– including adherence, which should be monitored closely – and patients should be counseled to take the drug daily.

“At the end of the day, PrEP is an individual option, not a general solution,” said AHF president Michael Weinstein. “We believe PrEP should be prescribed on a case-by-case basis by medical providers working in conjunction with their patients, not as a community-wide public health intervention strategy, as the [Centers for Disease Control and Prevention] recommended last summer when it recommended that 500,000 high-risk individuals go on PrEP.”

AHF’s “Reaching Common Ground on PrEP,” ad will run in newspapers and magazines in seven markets or cities nationwide and hit the streets this week.