The Code restricts many activities including those proscribed by legislation. Claims must conform to approved product information or to the scientific literature, but only if the latter does not conflict with the product information. The Code also states that promotional material should be in good taste and that comparative information, if provided, should be factual, fair and capable of substantiation. It also sets standards for pharmaceutical representatives, sample supply, hospitality, industry-sponsored market research and postmarketing surveillance studies, trade displays and communications aimed at the general public.Īll promotional claims should be current, accurate, balanced and not misleading either directly, by implication or by omission. The APMA Code contains standards for all types of promotional material including all printed and audiovisual promotional material. The WHO has published 'Ethical criteria for medicinal drug promotion' as a model for such guidelines. The World Health Organization (WHO) advocates the regulation of promotion, urging all its member states to develop guidelines for promotional practice, which are consistent with national health policy and which support rational drug use. Consequently, many countries around the world have regulated the promotion of medicines. For example, aspirin is commonly promoted in third world countries as suitable for use in children, while antihistamines are promoted as appetite stimulants and other medicines as brain tonics. Inaccurate and inappropriate promotional claims abound and this has the potential to contribute to irrational drug use. Unfortunately, in many countries, promotion is not factual nor evidence-based. As promotion has the potential to change behaviour and because it is a major source of drug information for health professionals, the messages promoting prescribing should be factual, evidence-based, unambiguous and balanced. It involves the conscious attempt to move health professionals from being unaware of a drug product's existence to a stage of repeated prescription. Pharmaceutical promotion is a persuasive communication.
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