Advert - Pfizer and Bristol-Myers Squibb

Promotion of Eliquis

For a tabulated comparison in a leavepiece which
was misleading regarding dose adjustments required
according to patients’ renal function for Eliquis
(apixaban) and other anticoagulants, 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
industry

Clause 3.2 - Promotion inconsistent with the
summary of product characteristics

Clause 7.2 - Making a misleading claim

Clause 7.3 - Making a misleading comparison

Clause 9.1 - Failing to maintain high standards

Advert September 2020