The MHRA’s report, Delivering high standards in medicines advertising, was published yesterday and reveals a fall in complaints received last year. In 2014, it received 193 complaints, down from 283 the previous year.
However, it is not all good news, as the report includes some serious breaches in regulation. These include:
- A TV advertisement for a traditional herbal medicine, Bronchostop, that wrongly suggested that the efficacy of the herbal had been demonstrated.
- A meeting for healthcare professionals where medicines were promoted and attendees expected to make a ‘minimum’ purchase – a breach of the law maintaining that people may not supply or promise any gift or benefit unless it is inexpensive and relevant to the practice of medicine or pharmacy.
The advertising of drugs in the UK seems to be at least one area in which self-regulation appears to work – albeit overseen by the MHRA. These complaints, along with all the cases last year, were resolved through voluntary agreements, with companies either correcting or removing their adverts without further regulatory action.
The MHRA expects to vet advertising for around 50 products in 2015 to promote a ‘right first time’ approach and protect against misleading messages in advertising.
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