Clampdown on 'unethical' drug advertisements

Companies which use misleading advertising to promote pharmaceutical products are set to be 'named and shamed' by the industry's regulatory group.

The Medical and Healthcare products Regulatory Agency (MHRA) announced the introduction of new, tougher guidance at their first advertising seminar, being held in London today.

Speaking at the launch of the new guidance, Professor Kent Woods, Chief Executive of the MHRA, said: "Most pharmaceutical advertising is carefully and responsibly put together, and the very best advertising helps health professionals and the public to make informed choices about healthcare. However, we have seen a number of examples of poor practice, where advertising is confusing or misleading. It is vital that we tackle this type of poor practice swiftly and effectively."

Under the new guidance, the MHRA will publish details of any legal action taken by the regulator over misleading advertising, as well as every review of an advert and the names of companies which engage in poor practise on their website.

The guidance also includes plans to review the entire advertising portfolio of companies who regularly breach the guidelines and introduce more streamlined processes to ensure quick and efficient reviews of advertising.

Professor Woods added: "The MHRA is committed to carrying out its functions in as open and transparent a way as possible. These new measures allow the public and health care professionals to see clearly how the MHRA is going about its work. Just as importantly, they protect the public's health by allowing people to see in a timely and clear way where they may have been misled by poor advertising."

(KmcA)