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Healthy Skepticism Library item: 15954

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: report

European Commission
Pharmaceuticals: Sector Inquiry
: European Commission 2009 Jul 8
http://ec.europa.eu/competition/sectors/pharmaceuticals/inquiry/


Abstract:

On 8 July 2009 the European Commission adopted the Final Report on its competition inquiry into the pharmaceutical sector, pursuant to Article 17 of Regulation 1/2003 EC. This page provides information relating to the inquiry, including reports, press releases, frequently asked questions (FAQ), presentations and speeches and other relevant documents.

“We must have more competition and less red tape in pharmaceuticals. The sector is too important to the health and finances of Europe’s citizens and governments to accept anything less than the best. The inquiry has told us what is wrong with the sector, and now it is time to act. When it comes to generic entry, every week and month of delay costs money to patients and taxpayers. We will not hesitate to apply the antitrust rules where such delays result from anticompetitive practices. The first antitrust investigations are already under way, and regulatory adjustments are expected to follow dealing with a range of problems in the sector.”

Neelie Kroes, European Commissioner for Competition

 

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Cases of wilful misrepresentation are a rarity in medical advertising. For every advertisement in which nonexistent doctors are called on to testify or deliberately irrelevant references are bunched up in [fine print], you will find a hundred or more whose greatest offenses are unquestioning enthusiasm and the skill to communicate it.

The best defence the physician can muster against this kind of advertising is a healthy skepticism and a willingness, not always apparent in the past, to do his homework. He must cultivate a flair for spotting the logical loophole, the invalid clinical trial, the unreliable or meaningless testimonial, the unneeded improvement and the unlikely claim. Above all, he must develop greater resistance to the lure of the fashionable and the new.
- Pierre R. Garai (advertising executive) 1963