MHRA prepares drugs marketing crackdown

The Medicines and Healthcare Products Regulatory Agent (MHRA) has said that it is preparing a crackdown on marketing claims made by drug companies. The move comes as it prepares a series of judgements against companies it claims have broken UK marketing rules or made excessive claims for their products.

Drug firms who make false claims for their products or attempt to reach consumers through free gifts could face unlimited fines, and individuals could be sentenced to up to two years imprisonment, said the MHRA. It cited the instance of an Alliance Pharmaceuticals gum disease treatment which was advertised with a “win an iPod” special offer as being an example of impermissible behaviour.

The MHRA will today publish details of a system that will pre-vet marketing materials for all new drugs, and continue to monitor new drugs for up to six months after they are launched or longer if it feels they are a cause for concern.

“It is in the very early stages of promotion of a new active substance that we have got to get the messages absolutely right,” Jeremy Mean, policy group manager at the MRHA told the Independent. “Materials on prescription-only medicines sent to healthcare professionals might be where they get their first knowledge of a new drug.’

The Association of the British Pharmaceutical Industry is expected to announce this month that it will be tightening up its own sanctions and monitoring the advertising of prescription medicines. Drug companies have been criticised for spending on average twice as much on advertising as they do on research and development and have been hit by a string of health scares.

© Adfero Ltd