AUTH/3659/6/22 - Complainant v Teva

Allegations about the promotion of Ajovy on a Teva website

  • Received
    15 June 2022
  • Case number
  • Applicable Code year
  • Completed
    19 June 2023
  • No breach Clause(s)
  • Breach Clause(s)
  • Sanctions applied
    Undertaking received
  • Additional sanctions
  • Appeal
    No appeal

Case Summary

This case was in relation to a Teva registration website for health professionals to register for access to recorded webinar highlights videos from a meeting in relation to Ajovy (fremanezumab).

The Panel ruled a breach of the following Clauses of the 2021 Code for having a link to the prescribing information that was not sufficiently prominent thereby failing to maintain high standards, and failing to include the black triangle adjacent to the first mention of Ajovy on two separate pages of the website.

Breach of Clause 5.1

Failing to maintain high standards

Breach of Clause 12.6

Failing to include a clear, prominent statement as to where prescribing information could be found

Breach of Clause 12.10

Failing to include a black triangle adjacent to the first mention of the product in digital material

Breach of Clause 16.1

Producing a website that contained promotional material which did not comply with all relevant requirements of the Code


The Panel ruled no breach of the following Clauses of the 2021 Code on the basis that in the particular circumstances of this case, the landing page had not disguised the promotional nature of the registration website homepage and the complainant had not established that:

  • the claim ‘Less migraine. More moments’ was a hanging comparison and had not made out their allegation that it was incapable of substantiation
  • the homepage and contents page of the website promoted Ajovy outside the licensed indication, and
  • in the particular circumstances of this case the absence of an option for members of the public on the landing page meant that members of the public had accessed information not intended for them

No Breach of Clause 2

Requirement that activities or material must not bring discredit upon, or reduce confidence in, the pharmaceutical industry

No Breach of Clause 3.6

Requirement that materials and activities must not be disguised promotion

No Breach of Clause 5.1

Requirement to maintain high standards

No Breach of Clause 6.1

Requirement that claims must not be misleading

No Breach of Clause 6.2

Requirement that claims must be capable of substantiation

No Breach of Clause 11.2

Requirement that a medicine must be promoted in accordance with the terms of its marketing authorisation and must not be inconsistent with the particulars listed in its summary of product characteristics

No Breach of Clause 26.2

Requirement that information about prescription only
medicines which is made available to the public must be
factual, balanced, must not raise unfounded hopes of
successful treatment or encourage the public to ask
their health professional to prescribe a specific
prescription only medicine.

This summary is not intended to be read in isolation.
             For full details, please see the full case report below.