Advert - Shire

• Date posted
  01 November 2013
• Sanction
  Advertisement,
• Case number/s
  AUTH/2593/4/13 - Genzyme v Shire

For distributing a journal reprint that contained a bar chart which gave an incorrect and misleading comparison between Shire’s medicine and that of a competitor (the journal reprint included a corrected bar chart), and for not ensuring that readers were aware of the error, Shire was ruled in breach of the following clauses of the Code:

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

Clause 7.2 - Making misleading claims.

Clause 7.3 - Making a misleading comparison.

Clause 7.4 - Making claims incapable of substantiation.