Advert - Daiichi-Sankyo – AUTH/3409/10/20

Promotional Lixiana email and video

For a Lixiana (edoxaban) promotional campaign directed to UK health professionals, conducted by Daiichi-Sankyo Europe without the UK’s involvement, which, inter alia, did not include the adverse events reporting statement and referred to an unlicensed dose for Lixiana (edoxaban), Daiichi-Sankyo UK Limited was ruled in breach of the following clauses of the Code:


Clause 2 - Bringing discredit upon, and reducing confidence in, the pharmaceutical industry

Clause 3.2 - Promotion inconsistent with the summary of product characteristics

Clause 4.1 - Failing to include prescribing information

Clause 4.3 - Failing to include the non-proprietary name immediately adjacent to the most prominent display of the brand name

Clause 4.4 - Failing to provide prescribing information on digital material

Clause 4.5 - Failing to provide prescribing information on audio visual material

Clause 4.8 - Failing to state when the material was drawn up or last revised

Clause 4.9 - Failing to include information about how to report adverse events

Clause 7.2 - Making a misleading claim

Clause 7.3 - Making misleading comparisons

Clause 7.4 - Making an unsubstantiated claim

Clause 7.10 - Making an exaggerated claim

Clause 9.1 - Failing to maintain high standards

Clause 14.1 - Failing to certify promotional material