Advert - Daiichi-Sankyo

• Date posted
  08 August 2019
• Sanction
  Advertisement, Corrective statement,
• Case number/s
  AUTH/3010/1/18 - Bristol-Myers Squibb and Pfizer v Daiichi-Sankyo

For distributing two Lixiana (edoxaban) guides that were misleading in that they failed to highlight an important patient safety consideration and therefore did not
encourage the rational use of the medicine, Daiichi-Sankyo was ruled in breach of the following clauses:

Clause 2 - Bringing discredit upon, and reducing confidence in, the pharmaceutical industry.
Clause 9.1 - Failing to maintain high standards.
Clause 7.2 - Providing misleading information.
Clause 7.10 - Not encouraging the rational use of a medicine.

The Code of Practice Appeal Board required Daiichi-Sankyo to issue a corrective statement to recipients of the
items at issue.