Advert - Pfizer and Bristol-Myers Squibb

Promotion of Eliquis

For an email linked to a promotional website which
included misleading and unsubstantiated claims
regarding dose adjustments for the anticoagulant
Eliquis (apixaban) according to renal function,
and thus did not encourage the rational use of the
medicine, Pfizer and Bristol-Myers Squibb were ruled
in breach of the following clauses of the Code:

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

Clause 4.1 - Failing to include prescribing information

Clause 7.2 - Making a misleading claim

Clause 7.4 - Making an unsubstantiated claim

Clause 9.1 - Failing to maintain high standards