Healthy Skepticism Library item: 5547

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: Journal Article

Keen PJ.
Pharmaceutical advertising controls - the future
Journal of the Royal Society of Medicine 1993; 86:237-239

Abstract:

Discussion on the control of advertising of medicines at the October meeting of the Library (Scientific Research) Section is reported. Dr Michael Baker, Head of Regulatory Affairs at the Proprietary Association of Great Britain, speculated on the possible effects of Medicines Control Agency proposals to regulate OTC preparations by statute. He reviewed briefly the history and requirements of the EC Directive 92/28/EEC, and the present British System for controlling OTC advertisements. The EC directive will have to be implemented by legislation. He outlined alternative possibilities of how modifications to the present system could be done, and their implications. He argued for retaining the present regulatory system, albeit modified to meet the requirements of the European directive. David Massom, Secretary of the Association of the British Pharmaceutical Industry, described the ABPI Code of Practice Committee operating a self-regulatory mechanism based on complaints. Compliance with the Code is a condition of membership of the APBI but non-members also base their promotional practices on it. Pharmaceutical companies also have to comply with various laws. There is also an International Federation of Pharmaceutical Manufacturers Associations code and a European code. The criticisms of the APBI Code of Practice, the EFPIA Code, the EC Directive and changes in the NHS will result in a revised and strengthened edition of the Code. Philip Cox, independent Chairman of the APBI Code of Practice Committee, pointed out that the first Code in 1958 covers almost everything that still needs to be controlled. Much criticism of the pharmaceutical industry seems to stem from lack of balance in advertising between the potential good and harm of its products. After outlining the complaints procedure, Cox concluded that the self-regulatory mechanism appears to have worked satisfactorily and it would be a shame if it were now replaced by a government agency backed by the sanctions of the criminal law. An editorial conclusion on this report seems to support this point of view.

Keywords:
*analysis/United Kingdom/Europe/