E-drug: Re: Rules for advertising of medicines (cont'd)
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Dear Colleagues,
You may be interested in, &/or wish to comment upon, the Australian
Pharmaceutical Manufacturers Association (APMA) suggestions for an
e-Promotion addition to their Code of Conduct.
This is particularly pertinent in Australia as the government has recently
encouraged the use of computers in general practice by offering subsides
worth up to A$10,000 per annum.
It has certainly ignited a hot debate in a local GP E-mail discussion
group.
Follow the 2000 link at:
http://www-sph.health.latrobe.edu.au/telehealth/telepres.htm#Promotion
NB. Long URL's often wrap in mail programs and the hyperlink may lose
information wrapped to the next line. If this happens with the URL's above,
please add the missing URL string to your Web browser address.
For those who have not got Web access, I have copied the APMA suggestions &
three responses (below) to give a flavour of the debate.
Cheers
Dr. Ken Harvey, Senior Lecturer, School of Public Health,
La Trobe University, Bundoora, 3083, Australia,
Telephone +61 3 9479 1750, Facsimile +61 3 9479 1783, Mobile 0419 181910,
Internet: http://www-sph.health.latrobe.edu.au/kharvey/
DRAFT PRINCIPLES FOR ADVERTISERS OF PRESCRIPTION MEDICINES IN ELECTRONIC
PRESCRIBING SOFTWARE PACKAGES
1. Advertisements for prescription only medications, including new
products,
can be included in electronic prescribing software. (for inclusion in APMA
Code)
2. All advertisements must include easy access to the Australian Product
Information for the product being promoted. APMA also encourages the
electronic availability of Consumer Medicine Information via prescribing
software packages. (for inclusion in APMA Code)
3. Advertisements may contain promotional claims. If promotional claims are
made in an advertisement, the advertisement must include, either in the
advertisement itself or via the software package:-
the Brand Name of the product being promoted,
its Australian Approved name,
the name of the supplier,
a statement that further information regarding the product is available
from the supplier
and that prescribers should refer to the Australian Product Information
before prescribing.
If this information is disclosed via the software package it must appear
immediately adjacent to the advertisement and must be clear and legible.
The address of the supplier may be included in the advertisement but if
not,
must be readily accessible via the use of a direct link.
Advertisements that do not contain promotional claims must include:-
the Brand Name of the product being promoted,
its Australian Approved Name (for inclusion in APMA Code)
4. All promotional claims made in advertising in electronic prescribing
software must be consistent with the Australian Product Information and
must comply with the requirements of Section 1 of the APMA Code of
Conduct.
(for inclusion in APMA Code)
5. Advertisements that contain promotional claims must allow the ability
for
the identification and information regarding any substantiating references
to be displayed via the advertisement or accessed via a direct link such as
a hot link key. (for inclusion in APMA Code)
6. The type size and graphics used in all advertisements must be such that
easy and clear legibility is achieved. (for inclusion in APMA Code)
7. All advertisements must be displayed for a sufficient period to allow
for
legibility and the ability to access references. (for inclusion in APMA
Code)
8. As prescribing software packages may include information which may be
shared with patients by prescribers, the content of advertisements must be
such as not to cause any alarm or concern or give rise to unrealistic
expectations of benefit when viewed
by members of the general public, including children. (for inclusion in
APMA Code)
9. Advertisements should not be designed to stimulate a patient's demand
for
the prescription of a particular product. (for inclusion in APMA Code)
10. Only random advertising is permitted in the prescribing window of
electronic prescribing software packages. Lists of products in the
prescribing window, by brand name, by generic name or both, in alphabetic
order may be provided .
11. The pharmaceutical industry shall not influence prescribing software
manufacturers to develop their software package to present medications in
the prescribing window in a way which would facilitate selection of one
product over another or the
prescribing of a product that would not otherwise be prescribed. (for
inclusion in APMA Code)
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