4.1 The prescribing information listed in Clause 4.2 must be provided in a clear and legible manner in all promotional material for a medicine except for abbreviated advertisements (see Clause 5).
The prescribing information must be positioned for ease of reference and must not be presented in a manner such that the reader has to turn the material round in order to read it, for example by providing it diagonally or around the page borders.
The prescribing information must form part of the promotional material and must not be separate from it.
4.2 The prescribing information consists of the following:
The information specified above in relation to dosage, method of use, side-effects, precautions and contraindications and any warning which is required to be included in advertisements, must be placed in such a position in the advertisement that its relationship to the claims and indications for the product can be appreciated by the reader.Back to top
4.3 In addition, the non-proprietary name of the medicine or a list of the active ingredients using approved names where such exist must appear immediately adjacent to the most prominent display of the brand name in bold type of a size such that a lower case ‘x’ is no less than 2mm in height or in type of such a size that the non-proprietary name or list of active ingredients occupies a total area no less than that taken up by the brand name.
4.4 In the case of audio-visual material such as films, DVDs and suchlike and in the case of interactive data systems, the prescribing information may be provided either:
When the prescribing information is included in an interactive data system instructions for accessing it must be clearly displayed.
4.5 In the case of audio material, ie material which consists of sound only, the prescribing information must be provided by way of a document which is made available to all persons to whom the material is played or sent.
4.6 In the case of promotional material included on the Internet, there must be a clear, prominent statement as to where the prescribing information can be found.
In the case of an advertisement included in an independently produced electronic journal on the Internet, there must be a clear and prominent statement in the form of a direct link between the first page of the advertisement and the prescribing information.
The non-proprietary name of the medicine or the list of active ingredients, as required by Clause 4.3, must appear immediately adjacent to the brand name at its first appearance in a size such that the information is readily readable.
4.7 In the case of a journal advertisement where the prescribing information appears overleaf, at either the beginning or the end of the advertisement, a reference to where it can be found must appear on the outer edge of the other page of the advertisement in a type size such that a lower case ‘x’ is no less than 2mm in height.
4.8 In the case of printed promotional material consisting of more than four pages, a clear reference must be given to where the prescribing information can be found.
4.9 Promotional material other than advertisements appearing in professional publications must include the date on which the promotional material was drawn up or last revised.
4.10 All promotional material must include the prominent statement ‘Adverse events should be reported. Reporting forms and information can be found at www.mhra.gov.uk/yellowcard. Adverse events should also be reported to [relevant pharmaceutical company]’.
4.11 When required by the licensing authority, all promotional material must show an inverted black triangle to denote that special reporting is required in relation to adverse reactions.
Each promotional item for a medicine must be able to stand alone. For example, when a ‘Dear Doctor’ letter on a medicine is sent in the same envelope as a brochure about the same medicine, each item has to include the prescribing information. It does not suffice to have the prescribing information on only one of the items. The inclusion of a summary of product characteristics moreover does not suffice to conform with the provisions of this clause.
The prescribing information must be consistent with the summary of product characteristics for the medicine.
The prescribing information is the essential information which must be provided in promotional material. It follows therefore that the information must be given in a clear and legible manner which assists readability.
Legibility is not simply a question of type size. The following recommendations will help to achieve clarity:
All prescribing information must include the date that the prescribing information was drawn up or last revised.
In addition, promotional material (other than journal advertising) must include the date that the material as a whole, ie the copy plus the prescribing information, was drawn up or last revised.
The first part of an advertisement in an electronic journal, such as the banner, is often the only part of the advertisement that is seen by readers. It must therefore include a clear, prominent statement as to where the prescribing information can be found. This should be in the form of a direct link. The first part is often
linked to other parts and in such circumstances the linked parts will be considered as one advertisement.
If the first part mentions the product name then this is the most prominent display of the brand name and the non-proprietary name of the medicine or a list of the active ingredients using approved names where such exist must appear immediately adjacent to the most prominent display of the brand name. The size must be such that the information is easily readable. If the product is one that is required to show an inverted black triangle on its promotional material then the black triangle symbol must also appear adjacent to the product name (see Clause 4.11). The size must be such that it is easily readable. The requirement of Clause 12.1 that promotional material and activities should not be disguised should also be borne in mind.
Where an advertisement relates to the merits of a device used for administering medicines, such as an inhaler, which is supplied containing a variety of medicines, the prescribing information for one only need be given if the advertisement makes no reference to any particular medicine.
Full prescribing information must, however, be included in relation to each particular medicine which is referred to.
The prescribing information for medicines promoted on posters and exhibition panels at meetings must either be provided on the posters or panels themselves or must be available at the company stand. If the prescribing information is made available at the company stand, this should be referred to on the posters or panels.
It should be noted that in a promotional letter the most prominent display of the brand name will usually be that in the letter itself, rather than that in prescribing information provided on the reverse of the letter.
Where prescribing information is shown in the audio-visual material as part of the recording, it must be of sufficient clarity and duration so that it is easily readable. The prescribing information must be an integral part of the advertisement and must appear with it. It is not acceptable for the advertisement and the prescribing information to be separated by any other material.
This is in addition to the requirement in Clause 4.2 that the date of the prescribing information be included.
A loose insert is not regarded for this purpose as appearing in the professional publication with which it is sent and must therefore bear the date on which it was drawn up or last revised.
A telephone number or email address for the relevant department of the company may be included. Text is more likely to be deemed to be prominent if it is presented in a larger type size than that used for the prescribing information.
The agreement between the then Committee on Safety of Medicines and the ABPI on the use of the black triangle is that:
The symbol should always be black and its size should normally be not less than 5mm per side but with a smaller size of 3mm per side for A5 size advertisements and a larger size of 7.5mm per side for A3 size advertisements: