Unbalanced presentation of facts breaks UK drug adverts code
- By: Susan Mayor
The unbalanced presentation of information and the potentially misleading use of words formed the basis of most of the cases heard by the UK's Prescription Medicines Code of Practice Authority during the first quarter of this year.
The authority - established by the Association of the British Pharmaceutical Industry to enforce its code of practice--ruled that the code had been breached in 14 out of 19 cases heard between January and April.
Details of the cases were published in the recent Code of Practice Review. They mainly involved complaints made by one pharmaceutical company against another.
In one of the cases heard during the past year, a general practitioner had complained that an interview with a doctor on the BBC Radio 4 Today programme during the launch of the asthma drug Seretide (salmeterol and fluticasone), which is made by Allen and Hanbury, a subsidiary of GlaxoWellcome, had in fact been