UK regulator to shame companies for misleading advertisements
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《英国医生杂志》
The UK drug agency, the Medicines Healthcare Products Regulatory Agency, says it will be "naming and shaming" pharmaceutical companies that produce misleading promotional material. The drug industry will now have to comply with new "tougher" guidance aimed at poor practice.
Companies that regularly breach the guidelines will be subject to a review of their whole advertising portfolio to ensure they meet the necessary standards. The agency says it will be publishing every review of an advertisement on its website and naming and shaming those companies that engage in poor practice. It also plans to improve its review times of promotional material.
Professor Kent Woods, the agency's chief executive, 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 health care. 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."
But the Drug and Therapeutics Bulletin, which assesses promotional claims in drug advertisements, was not so convinced by the announcement. Dr Ike Iheanacho, the bulletin's editor, said he was waiting to see what effects the new measures would have as the agency already named on its website companies that produced misleading advertisements.
He also pointed out that when the agency made an appearance before the parliamentary health select committee hearing last year, it gave the impression that the system was running well, but now it was suggesting there was a need for "tough" guidance.
The Association of the British Pharmaceutical Industry said that companies are expected to comply with its code of practice on advertising so that promotional materials are "ethical and accurate." The association pointed out that its code of practice was currently under revision.(Liza Gibson)
Companies that regularly breach the guidelines will be subject to a review of their whole advertising portfolio to ensure they meet the necessary standards. The agency says it will be publishing every review of an advertisement on its website and naming and shaming those companies that engage in poor practice. It also plans to improve its review times of promotional material.
Professor Kent Woods, the agency's chief executive, 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 health care. 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."
But the Drug and Therapeutics Bulletin, which assesses promotional claims in drug advertisements, was not so convinced by the announcement. Dr Ike Iheanacho, the bulletin's editor, said he was waiting to see what effects the new measures would have as the agency already named on its website companies that produced misleading advertisements.
He also pointed out that when the agency made an appearance before the parliamentary health select committee hearing last year, it gave the impression that the system was running well, but now it was suggesting there was a need for "tough" guidance.
The Association of the British Pharmaceutical Industry said that companies are expected to comply with its code of practice on advertising so that promotional materials are "ethical and accurate." The association pointed out that its code of practice was currently under revision.(Liza Gibson)