The following extract relating to advertising on the Internet, has been taken from Clause 21 of the abpi Code Of Practice, and has been made available with the permission of the ABPI
1. Access to promotional material directed to a UK audience provided on the Internet in relation to prescription only medicines, or medicines which, though not prescription only, may not legally be advertised to the general public, must be limited to health professionals and appropriate administrative staff.
2. Information or promotional material about medicines covered by Clause 21.1 above which is placed on the Internet outside the UK will be regarded as coming within the scope of the Code if it was placed there by a UK Company or an affiliate of a UK company or at the instigation or with the authority of such a company and it makes specific reference to the availability or use of the medicine in the UK.
3. Information about medicines covered by Clauses 22.1 and 22.2 above which is provided on the Internet and which can assessed by members of the public and must comply with Clause 20.2 of the Code.
4. Notwithstanding the provisions of Clauses 21.1 and 21.3 above, a medicine covered by Clause 21.1 may be advertised in a relevant independently produced electronic journal intended for health professionals or appropriate administrative staff which can be assessed by members of the public.
5. European public assessment reports, summaries of product characteristics and package leaflets for medicines covered by Clause 21.1 above may be included on the Internet and be accessible by members of the public provided that they are presented in such a way as to be promotional un nature.
6. It should be made clear when a user is leaving any of the company's sites, or sites sponsored by the company, or is being directed to a site which is not that of the company.
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