Advert - AstraZeneca UK Limited – Case AUTH/3561/9/21

Promotion of an unlicensed indication for Enhertu to the public


For AstraZeneca providing an uncertified post to be posted by a senior employee on his/her personal LinkedIn account and failing to recognise the promotional nature of the post; for failing to appropriately brief a very senior employee for a press interview; for failing to ensure that a press release dealing with a sensitive subject complied with relevant requirements of the Code and for failing to notify a newspaper about the potential implications of quotes given the sensitivity of the subject matter, AstraZeneca was ruled in breach of the following clauses of the 2021 Code:


Clause 2 - Bringing discredit upon, and reducing confidence in, the pharmaceutical industry

Clause 5.1 - Failing to maintain high standards

Clause 6.1 - Including exaggerated and misleading information

Clause 8.1 - Failing to certify promotional material

Clause 11.2 - Promoting an unlicensed indication

Clause 26.1 - Promoting a prescription only medicine to the public

Clause 26.2 - Encouraging members of the public to ask for a specific prescription only medicine