Advert - AstraZeneca

For producing a leavepiece which provided misleading instructions on how to use the EMIS Web clinical system such that controlled (based on HbA1c levels) type 2 diabetic patients might be inappropriately treated with Forxiga (dapagliflozin), AstraZeneca was ruled in breach of the following clauses of the Code:

Clause 3.2 - Making claims inconsistent with the SPC.

Clause 7.2 - Making misleading claims.

Clause 9.1 - Failing to maintain high standards.

The Code of Practice Panel reported the company to the Code of Practice Appeal Board for providing inaccurate information. The Appeal Board considered that it was fundamental for effective self-regulation for companies to provide accurate information to the Panel and for failing to do so and for exercising poor governance it publicly reprimanded AstraZeneca. The Appeal Board was concerned that use of the leavepiece might lead to the inappropriate prescription of Forxiga, and it required AstraZeneca to issue a corrective statement to recipients of the leavepiece to clarify the position.

The full case report, which includes the wording of the corrective statement, was published in the PMCPA May Code of Practice Review; the public reprimand appeared on the front cover. The case report and the Code of Practice Review are available at www.pmcpa.org.uk.